Utah’s Mighty 5 ad campaign was designed to attract out-of-state visitors to southern Utah’s five National Parks (NPs). Using the synthetic control method, we find the campaign to have contributed to rapid visitation growth at Arches, Canyonlands, and Capitol Reef NPs. No ad campaign effect was found for Bryce Canyon and Zion NPs, which implies that recent increased visitation at these parks has been driven by the national trends and not the Mighty 5 promotion. Arches, Bryce Canyon, and Zion currently suffer from excess demand (congestion), and the US National Park Service is actively engaged in visitor management efforts to mitigate the environmental pressures associated with overvisitation. The state has responded to congestion by crafting a new “demarketing” campaign to provide a more tailored tourism experience aimed at increasing the value of a visit and diverting potential tourists to high-quality alternative sites selected to match visitor interests.

Community Supported Agriculture (CSA) has become an alternative approach for small-sized farmers in many countries. However, CSA is a somewhat challenging concept in Taiwan because many CSA projects face difficulties and obstacles related to sustainability, so relevant literature is rare. This pilot study investigates a potential CSA program in a farmers’ market to observe whether farmers’ market consumers would like to participate or not. A total of 320 survey responses collected from a farmers’ market were examined by an interval regression model. Results show that respondents are willing to pay and to be a CSA member of the farmers’ market. This study identifies that consumers are willing to share the risks of upfront payment with farmers. The preferred length of the contract means that a compromise is made in order to implement the CSA program. The implications involving a flexible length of contract and the budget should be taken into consideration by farmers, farmers’ market managers, and policymakers for devising promotion strategies, enrolling shareholders, and promoting CSA in Taiwan. Future study should focus on the consumer characteristics and factors affecting their decision to subscribe to CSA.