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This paper addresses the role of IT in facilitating economic diversification for rural agricultural enterprises in Texas. The development of Texas INFRONT, an innovative database that acts as a clearinghouse of information for enterprises, is described. GIS mapping and analysis was applied as an innovative investigative tool to examine the relationship between a changing economic environment and the rise of online nature tourism businesses by rural producers. Spatial analysis for clusters and dispersions of nature tourism businesses using the internet was conducted. This revealed a variety of phenomena such as the concentration of nature tourism enterprises around urban centres. The results indicate that GIS-based spatial modelling informed by theoretical frameworks such as cultural ecology, while not common in the field of tourism research, can reveal important information about IT innovation and use by rural …