Whether farm management in conducting tourism activity becomes more efficient or not is an important theoretical and empirical question for the promotion of tourism in agriculture. Thus, this study theoretically and empirically evaluated the efficiency of educational dairy farms that provide educational tourism by data envelopment analysis. The financial data were collected by the author’s survey of these farms located around the Tokyo Metropolitan area. Based on the theoretical framework that stipulates that the efficiency of farm activity is determined by a farmer’s identity, a bilateral slacks-based measure (SBM) model and Super SBM model were applied to empirically evaluate efficiency. The results revealed that those farmers who engage in processing milk products and direct selling have higher efficiency than those who do not. This is because having an enlarged identity that provides a wider perspective on farm activity enables these farmers to create demand and reduce marginal cost. This wider perspective was nurtured through the network of educational tourism activity. Thus, educational tourism activity by dairy farmers can nurture a new business opportunity and lead to efficient farm resource allocation. Identity can be a crucial factor in building rural entrepreneurship in tourism.

进行旅游活动的农场管理是否变得更加有效，是促进农业旅游发展的重要理论和经验问题。因此，本研究通过数据包络分析从理论和经验上评估了提供教育旅游的教育性奶牛场的效率。财务数据是通过作者对位于东京都周边地区的这些农场的调查收集的。在规定农业活动效率由农民身份决定的理论框架的基础上，采用了基于双边松弛的测度（SBM）模型和Super SBM模型进行实证评估。结果表明，从事奶制品加工和直销的农民的效率要高于不从事奶制品直销的农民。这是因为扩大身份可以提供对农场活动的更广阔视野，使这些农民能够创造需求并降低边际成本。通过教育旅游活动网络培养了更广泛的观点。因此，奶农的教育性旅游活动可以培育新的商机并导致有效的农场资源分配。身份认同可能是建立乡村旅游业企业家精神的关键因素。