Exploring Orchard Tourism through Products, Services, Activities, and Functional Models: A Case Study in the Tohoku Region, Japan

Abstract

This study examines the range of products, services, and activities offered by tourist orchards in the Tohoku Region of Japan and identifies the functional models used within these orchards. A qualitative approach was adopted, using data triangulation from both primary and secondary sources. Primary data were collected through on-site observations and semi-structured interviews with representatives from thirteen local tourism orchards. Secondary data were obtained from academic articles, textbooks, and official websites. Convenience sampling was used to select the 13 orchards based on their provision of Pick-Your-Own activities, bilingual websites, and active online promotion. The findings show that all orchards in the study provide fresh seasonal fruits and offer visitors hands-on harvesting and tasting experiences. Some orchards also sell processed products, operate farm shops, produce wines, and host a variety of additional activities. The study adds new elements to existing literature - such as “relaxing in a leisure orchard area” and “home delivery” - which broaden the understanding of orchard-based tourism services. The orchards can be grouped into four interconnected functional models: 1) the Pick-Your-Own Model (PYO) combined with the Rural Landscape Model (RLM), 2) the PYO combined with the Comprehensive Recreation Model (CRM), 3) the PYO combined with the Eco-Recreation Model (ERM), and 4) the integrated PYO–ERM–CRM model. Overall, the study helps fill gaps in current research on orchard tourism and offers practical functional models that can support improved orchard tourism management in Japan, Thailand, and other destinations worldwide.