Master of Science, The Ohio State University, 2024, Agricultural Communication, Education and Leadership
In an era with increased agricultural interest and heightened public scrutiny, the majority of the United States workforce is employed outside of agriculture and related industries and is therefore removed from knowledge of current agricultural practices. Though adults hold influence over the agriculture industry through their purchasing and voting powers, most agricultural literacy efforts have focused on K-12 education. As adults are able to choose their learning experiences, agritourism efforts are important to reaching adult populations. Currently, classifying an activity as agritourism requires it to have some direct connection to a farm, regardless of its operational status. However, when targeting adult learners, the literature recommends expanding the definition of activities. With its historical connection to agriculture and use of agricultural inputs, this study sought to understand, through the perspective of distillery employees, if the bourbon industry viewed itself as connected to the agriculture industry, integrated agriculture into its identity, presented agriculture to visitors, and if participants believed adults could learn about agriculture by engaging in tours. Through a multi-site, embedded case study, data collection included 19 distillery employee interviews from three distilleries, field observation, and records review, to explore, through reputational theory, distillery identity, constructed image, culture, and projected image. Data were analyzed using process, descriptive, and In Vivo coding, which was distilled down to themes when appropriate. Results indicate that participants viewed the bourbon industry as deeply connected to agriculture, and in many instances, a direct player in the agriculture industry. Participating distilleries had integrated agriculture into their identity and projected this in their public-facing operations. Though participants did not believe their industry fit the current definition of agritourism, they expresse (open full item for complete abstract)
Committee: Amanda Bowling (Committee Member); Annie Specht (Advisor)
Subjects: Adult Education; Agriculture; Communication