The value of farmers’ markets to food and wine tourism regions

This paper examined the role of farmers’ markets in developing tourism in two Australian food and wine regions. A multiple case study approach analysed qualitative data from multiple sources, including 12 interviews. The research identified a number of roles for farmers markets including showcasing produce directly to consumers, as local distribution channels, enabling farmers to have direct contact with consumers and as tourism experiences. These findings can assist destination managers to develop a greater appreciation of the potential role of farmers’ markets as tourist attractions particularly in regions with food, wine and agricultural based tourism experiences.