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White Hutchinson Leisure & Learning Group, Kansas City, MO, USA

Propensity to get new customers by social media platforms

A firm specializing in research on cultural institutions recently ran a study on which social media platforms offer the highest propensity to attract new visitors to performance-based cultural institutions. Although it was not research on agritourism visitors, performance-based cultural institutions are basically entertainment-oriented, no different than many agritourism businesses. So, the research offers some inferences on what social media platforms might be most effective for agritourism businesses to use to attract new customers.

Instagram was the most effective platform to gain new customers for all age groups, followed by TikTok for adults aged 18 to 54 and Facebook for adults 55+.

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