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Agricultural tourism has allowed farmers to reach new consumers, cultivate new revenue streams, educate the public regarding their work, and to preserve their way of life. Today, many farmers are going beyond the traditional hayride or pick-your-own orchards to include attractions and amusements. They have transformed the category, even prompting a new name, agri-tainment (agricultural entertainment). In the process, the family farm has become a destination itself. The rationale behind their development along with the consumer interest in experiencing such tourism venues is discussed. [ABSTRACT FROM AUTHOR]