A Study of the Challenge to the Senary Sector by Small Scale Farming: From the Viewpoint of Relationship with Stakeholders

Abstract

In this research, we focus on the relationship between small-scale farmers in the senary sector and their stakeholders, especially farmers’ relationships with customers in tourism farming. Regarding the use of the support system: First, it is important for the small-scale farmer to accept prefectural support. Second, it is important for the person in charge of support work to continue to work and provide information to users. Regarding the relationship established with stakeholders, the following characteristics were clarified. First, small-scale farmers carried out marketing activities that were focused on regional prospects. Second, they took customer service to raise customer loyalty for new customers and good customers. Third, the good customers lived near the farm and showed that they have a relative and personal relationship with Company A.