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The purpose of this study was to reveal the motivations for agri-tourism entrepreneurship among Virginia farm families and to explore Weber’s theory of formal and substantive rationality as a possible theoretical framework for agritourism entrepreneurship motivation. Results of this study support the use of Weber’s theory of formal and substantive rationality as a framework for the dynamic nature of motivations for agri-tourism entrepreneurship between formal (primarily economic) reasons and substantive (primarily socio-cultural) reasons. Respondents indicated that Virginia farm families owned small farms, utilized farming as a secondary income source, and indicated their most popular agritourism activities to be pick-your-own produce, Christmas tree sales, hayrides, children’s educational programs, petting zoos, and on-farm festivals. Agri-tourism planners should be aware that acres owned, economic dependence on farming operation, and perceived popularity of agri-tourism activities are influential factors to motivate agri-tourism entrepreneurs.

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