Conceptualising Rural Agricultural Show Marketing

Abstract

Rural agricultural shows have a long history in Australia, having developed in the early 1900s as a way of bringing often geographically isolated communities together to showcase local agricultural practices and produce. However, significant societal changes since this time in terms of community demographics, agricultural industries, leisure and technological advances have all contributed to rural agricultural shows facing declining interest and participation. As a result many rural agricultural show societies, who are responsible for organising and staging these shows in Australia, have been forced to endure significant changes to operation and content to remain relevant or face closure. This paper is a conceptual one in that it outlines the potential of employing a marketing theoretical concept to the promotion of rural agricultural shows. This is particularly important for rural agricultural shows that have suffered from declining attendance figures as a tool for rejuvenation. Preliminary investigations reveal that no research has been undertaken on the marketing of rural agricultural shows. The aim of this paper is to present a conceptual link between rural agricultural events and marketing as an aid to addressing declining market interest. Additionally the role of tourism in generating attendees at rural agricultural shows will also be investigated.