Recreational Multifunctionality and its implications for agroforestry diffusion

Recreational Multifunctionality refers to those farms providing at least one recreational service to members of the farm household or the public. Based on the types of recreational services offered, two types of landowners have been identified: Productivists and Ruralists. They differ on their extent of Recreational Multifunctionality, farm household attributes and farm representation. Both types of landowners also have different behavior and understanding of agroforestry. This study builds on the Recreational Multifunctionality construct to identify message content, channels and agencies that can better facilitate the diffusion of agroforestry. In 2006, 353 randomly selected landowners from Missouri were interviewed and clustered in two groups: Productivists (38.0%) and Ruralists (62.0%). These groups were examined to identify differences regarding their perceptions of being a good farmer (i.e., message content); their preferred source of information (i.e., communication channel); and their preferred agencies for learning purposes (i.e., communication agencies). Study results show differences between Productivists and Ruralists in all three aspects of diffusion examined (i.e., message content, channels and agencies), suggesting that all landowners should not be approached in the same way when promoting agroforestry. Messages conveyed to Productivists should emphasize the economic benefits of agroforestry, while messages to Ruralists should emphasize the conservation benefits of agroforestry. Touring farms with active tree management is a good way to disseminate agroforestry practices among Productivists while state and federal extension agents appear to be more suitable to approach Ruralists. Both groups can effectively be reached using printed materials, especially through official conservation magazines.