Fall 2026 School of Business Faculty Research Seminar

Innovation & Co-Creation: A Multi-Stakeholder View of Regenerative Agritourism Business

This study examines how regenerative agritourism businesses, as a new entrepreneurial innovation, are designed, diffused, and adopted, and how co-creation contributes to their success. Drawing on Diffusion of Innovation and Value Co-Creation theories, a triangulated multi-method qualitative approach was employed, including an initial review of regenerative farms offering agritourism, ten on-site visits to regenerative farms in the United States, and 73 in-depth interviews with three stakeholder groups: regenerative farmers, tourists, and representatives from supporting organizations. The findings identify five interlinked stages in the diffusion of regenerative agritourism shaped by stakeholder co-creation. Theoretically, the study extends Diffusion of Innovation as a non-linear, multi-actor process by integrating it with Value Co-Creation theory. In practice, it offers guidance on strengthening partnerships among farm entrepreneurs and supporting organizations, and on using shared digital platforms to improve visibility and access.

Dini Hajarrahmah, Norfolk State University, Nancy McGehee, Virginia Tech, David Townsend, Virginia Tech