Agritourism can be a great source of entertainment, income, and education. In order to model the key factors that affect its adoption among small farmers in North Carolina, a case study approach is employed to set the tone for further analysis of the subject area. Anthropological characteristics such as age, gender, household income before taxes, ethnicity, educational background and operational factors such as total acreage, geographical information, and economic situation of the farm are identified as recurring elements. Four farms were interviewed in the case study to identify the choices and challenges of operating an agritourism enterprise. The most common primary challenges are expenses, access to capital and liability issues. The most common goal for engaging agritourism is income generation and less common goals include educating the public about agriculture as well as family heritage.