A pedagogical, educational and biological farm as a new line of profitable business

The aim of this article is to provide a business case analysis of educational, pedagogical and biological farm incorporation in the center of Portugal (Penalva do Castelo) taking advantage of all its income potentialities. We conduct a quite large survey (413questionnaires) over two segments of population: random people and teaching community as a potential indirect channel of customers (the schools)to appraise the market opportunity. We applied descriptive analysis, where we used absolute and relative frequency, mean and standard deviation values; inferential analysis, where we used the unilateral, non-parametric Mann-Whitney test (M-W); Factor Analysis; and Structural Equations Model to reach conclusions about the motives of visiting a Pedagogical farm as well about the potential clients‟ features and, consequently, derive about the acceptance of the project. With an area of 173,078 sqm, the educational project of” Pedagogical Farm-The Owl” is based mainly on five services: education, animation, training, health and agriculture, designated by the programs: "The Owl teaches", "The Owl animates", "The Owl trains", “Health Owl” and “The farmer Owl”. The relationship between people's lifestyles and their potential interest in practicing activities related to Pedagogical Farms is also addressed in this study where we conclude that lifestyle influences the motivations to visit a pedagogical farm. This study further provides strong evidence for the acceptance and implementation of the project since it is proved to be viable and profitable with a payback period of 4 years. This project at the end of the second year of activity, with the results obtained, will also allow to expand the business through the creation of residential tourism, although this line of business isn´t studied in detail.

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