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14 African Travel Association
available to make the assessments, but their
execution is usually expensive �see marketing
research).
Consequently, proxy measures of net profit
impact are used in most research on advertising
effectiveness. One such proxy is unaided awareness,
as to how much increase resulted from
running the ads that would not have occurred
without them. However, the most widely used
measures of advertising effectiveness include cost
per thousand readers or viewers exposed to the
advertisement and aided recall measures. This
measure equals the cost of the ad divided by the
number of thousands of persons exposed to it. The
aided recall measure is showing ads to persons,
usually to subscribers of magazines or television
viewers, after the persons had an opportunity to
read or view them, and asking if they recalled
seeing them. Aided recall has not been found to be
an accurate predictor of the influence of advertising
on purchases. However, this measure has been
used for many decades. It has historical top-ofmind-awareness
as a measure of advertising
effectiveness.
Further reading
Ritchie, J.R.B. �1996) `Beacons of light in an
expanding universe: an assessment of the stateof-the-art
in tourism marketing/marketing research',
Journal of Travel and Tourism Marketing 5�4):
49±84.
Woodside, A.G. �1990) `Measuring advertising
effectiveness in destination marketing strategies',
Journal of Travel Research 29�2): 3±8.
ÐÐ �1996) Measuring the Effectiveness of Image and
Linkage Advertising, Westport, CT: Quorum Books.
ARCH G. WOODSIDE, USA
African Travel Association
The purpose of the African Travel Association
�ATA) is to promote African destinations, particularly
in the North American market. Established in
1975, it is an international non-profit, non-political
industry association. A different African country
hosts its annual congresses and trade shows each
time. Headquartered in New York, Africa Travel
News is one of its publications.
Agenda 21
TURGUT VAR, USA
Agenda 21 is a comprehensive program of action
adopted in June 1992 by 182 governments at the
United Nations conference on Environment and
Development, known as the Earth Summit. It
provides a blueprint for securing the sustainable
future of the planet into the twenty-first century. It
identifies issues that represent economic and ecological
disasters and presents a strategy for transition to
more sustainable development practices.
agrotourism
SALAH E.A. WAHAB, EGYPT
Agrotourism, sometimes spelled agritourism and
also often called farm tourism, refers to the
provision of touristic opportunities on working
farms. Many farms are located in attractive rural
settings which, although work environments, may
also be interesting leisure locations to urban
residents. Agrotourism implies a closer interaction
with rural landscapes and residents than the
mere viewing of scenery. Accommodation may
be provided on farms for visitors in such forms as
bed and breakfast or campsites, produce may
be sold through `pick-your-own' schemes or farm
markets, blossom or other tours may be arranged
depending on location. Opportunities for active
recreations such as hiking, fishing, horseback
riding and snowmobiling may be provided depending
upon the resources available. In these and other
ways, farmers can gain a supplementary income
from tourism and, if successful, this activity may
even eventually replace farming as the major
income earner of the enterprise.
Agrotourism is often viewed as a means of
stimulating the economies of declining rural areas.
However, success depends very much on access to
markets and the nature of the farm enterprise, with
mixed farms raising both animals and crops in
varied topography being usually more attractive