Agri-Tourism Operations Management

Agri-tourism Operations ManagementIntroductionAgri-tourism is aimment in popularity, and is sought by many enhanceers as an alternative semen of on- enhance income. It is a popular concept among the European farmers for nearly a nose trampdy Busby Rendle 2000. Defined as a tourist or recreation enterprise on a fully working farm, agri-tourism can include potful of attractions, activities, accommodation, amenities etc. Two primary reasons ar cited for the recent increase in agri-tourism education. The first reason is linked to a finding care amongst tourists for on-farm experiences. The second primary reason for increasing agri-tourism development is the state of earth in modern society. Changes in farming practices make it increasingly unvoiced for farmers to support themselves solely through farming. It is for the latter reasons that berry heap stir was developed as a tourist centre. However, the farm has been unable to get off with its overwhelming popularity, wh ich has created a few complexities in the management of everyday functions. The boilers suit objective of this report is to recommend changes to improve the day-to-day operations of Blackberry knoll Farm.Capacity Cons strandtsJim and Mandy Walker define very specific personal, family and stage business goals for Blackberry Hill Farm. Their goals are tied to a set of determine concerning family, purlieu and familiarity that afford grown through time. Their challenge is to develop a whole farm strategy that, over a pass of five, ten years or more, would live up to their shelters and goals, by taking advantage of their current business strengths and perceived market opportunities. slice on that point are numerous potential advantages for Jim and Mandy in becoming twisty in agri-tourism, the business is not without its potential risks and associated costs. From the case study, some of the often quantify mentioned challenges relate toIncurring unforeseen or prohibitive deve lopmental and merchandising costsPlacing unforeseen and excessive demand on farm and community services and activitiesProviding only seasonal worker employment opportunitiesCreating unforeseen environmental and societal impactsGiven these concerns, it is imperative that Jim and Mandy take a proactive role in planning and managing the development of the farm.Short Term Operations IssuesThe pick-your-own operation initiated at the Blackberry Hill Farm has been a reasonable success earlier due to many operations related reasons. First, Jim and Mandy are relieved of the pith of finding and paying temporary seasonal labour at harvest time. Second, it overcomes the farmers distaste for direct sales and provides them with opportunities to think like customers. However, the popularity of such an operation get out necessitate Jim and Mandy to rethink about plenty of operational issues such as creating adequate parking space, having restrooms and a safe entertainment rural area for ch ildren. Children are best kept away from the picking area as they contribute disproportionately to damaged crops. Attention to these basics allow serve up build repeat sales for the Blackberry Hill Farm. Furthermore, pick-your-own operations are primarily meant to target families who do not have the space to grow their own seasonal vegetables. The mix of vegetables and fruits provide depend on customers tastes, which can be identified by the customers frequent visits to the farm. This also gives ample reaching for the Walkers to kick off home delivery of their favoured hand picked fruit and vegetable for a nominal fee.Medium Term Planning and ControlAnother critical component of operations strategy involves the plan for filling resource gaps. make changes in the existing resource may mean making make better use of under utilized resources. For example, Tractor rides are extremely popular with the visitors, though the overall capacity in comparison with the number of visitors during peak times is extremely low. Since, the Walkers are reluctant to invest in expanding capacity of the tractor rides, it is recommended that they introduce guided and themed walks within the farm during peak times as this exit slightly reduce queuing for the tractor rides. Furthermore, average length of stay in the preserving kitchen should be reduced to off-peak time. To counter this, the Walkers could introduce ill-considered films on the preserving kitchen in a dedicated screening area away from the kitchen. The uni line principle could be employed to the bakery to reduce the bottle necks.Furthermore, the case study illustrates on that point are parking problems during peak periods with complains from the local anaesthetic Police. To counter this, Blackberry Hill Farm should attempt to capitalize on the advantage of creating productive partnerships with local transport services to provide transport facilities to and from the farm to the nearest train and bus station du ring peak periods. This pass on not only advance the visitors to use public transport, but will also ensure that there are reduced parking problems in the farm.Long Term strategic IssuesPorter (1996) argues that strategy is a set of activities in which an administration will excel to create a sustainable competitive advantage in the marketplace. This competitive advantage can be to deliver greater value to customers than competitors or to provide comparable value at lower prices. Nevertheless, organisational strategies have to be continuously monitored to reflect the changes in the business environment and to weave these changes within the organizational competencies. As Porter (1996) rightly concedes, operational effectiveness and organizational strategy are equally essential for greatest performance. A company can outperform the rivals if it can establish a difference that it can preserve and these differences are derived from various activities initiated by the organization i n the process of manufacturing, marketing and selling. Furthermore, operational effectiveness is performing the same activities better than the rivals.The idea of developing a maize maze is a profitable option for long term planning and control and will cooperate the farm with necessary revenue to further consolidate the farms activities. It will also servicing in developing Mandys idea of building up their business through organized instruct visits. To avoid occasional queues and to divert attention from other crowded attractions such as tractor rides and fixed exhibits within the farm, it is recommended that the maze is built a short distance away from the popular attractions such as fixed exhibits, fondle zoo, pick-your-area, bakery, preserving kitchen etc. The maze in itself should keep the customers entertained for about both hours for a fee. Good crowd control, separate restroom facilities, refreshments and farm products to sell, will divert the queues away from crowding. Outdoor activities during summer months will make the customers thirsty. Ready-to-eat pabulum and a selection of beverages that fits the farms theme will form an interesting part of the farms experience. Although, the case study illustrates that the farm has a bakery, caf and a preserving kitchen selling food products, small handcarts selling home-brewed ice-creams, people dressed in traditional farmers clothes selling fruits and sandwiches from farmers baskets, grill etc at vantage points within the farm will spread the visitors evenly, thereby reducing queues.Furthermore, improvements in inventory and storage management will help benefit the farm as a way to mitigate seasonal price and product declines. Since the farm shop at Blackberry Hill Farm is very profitable, investment in low-cost storage systems will help in preserving the produce and prolonging the marketing season. This will also help in retaining more permanent staff, rather than employing seasonal employees.Conclus ionThe development of agri-tourism in the recent years has increasingly created recreational and educational alternatives for citizens to have fun, to improve their quality of life and to satisfy the need of social interactions. In turn, the focus of traditional farm management is on operational effectiveness. modernistic strategies for agri-tourism business management need to be considered to maintain and create undefeated businesses. Understanding visitor needs and offering unique services and products to support those needs are critical to the success of all businesses. In addition, wakeful study of who the visitors are and where they are coming from, as well as existing competitors, are essential.ReferencesBusby, G., Rendle, S. (2000). The Transition from tourism on farms to farm tourism. Tourism Management. 21. 635 642.Porter, M.E (1996). What is strategy? Harvard Business Review. Nov/Dec. 74 (6). pp.61 78.