Agrotourism is a growing economic activity in North America that is increasingly being seen as a new alternative for farmers seeking to augment or diversify their incomes (Lyson, 2003; Bourdeau, Doyon and Donne, 2001). Although the literature recognizes the economic dimension of agrotourism for farmers, many authors imply or argue that choosing agrotourism activities instead of alternatives such as horizontal integration or a new production activity goes well beyond rational economic optimization (Morette, Gramond and Portefait, 1998; Moinet, 1993; Grolleau and Ramus, 1986). This article explores this hypothesis by adapting the experiential approach developed by Holbrook and Hirschman (1982) to an analysis of consumer behaviour by decision makers.