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Book part
Publication date: 4 December 2018

Veronica Di Caprio, Peter Wiltshier and Valentina Della Corte

Many travellers are increasingly visiting destinations’ natural environments as they seek extraordinary experiences that are different from their usual lifestyles. Very…

Abstract

Many travellers are increasingly visiting destinations’ natural environments as they seek extraordinary experiences that are different from their usual lifestyles. Very often, they demand agritourism experiences in rural settings. This development has inevitably led many businesses to provide agritourism services to meet these tourists’ needs. In this light, this chapter explores the agritourism sector in Italy. The aim of this chapter is to analyse the agritourism supply in Campania. It analyses the main success factors which can affect the development of agritourism industry in the region. This contribution study is divided into three parts. The first part presents a brief introduction as well as a definition for agritourism. The second part provides an overview of this industry sector in Italy, as the researchers analyse official statistical data on this topic. In conclusion, the authors imply that there are opportunities for the growth of rural tourism in Campania.

Details

The Branding of Tourist Destinations: Theoretical and Empirical Insights
Type: Book
ISBN: 978-1-78769-373-9

Keywords

Article
Publication date: 2 June 2022

Siti Fatimahwati Pehin Dato Musa and Wei Lee Chin

This study aims to evaluate the contributions of agritourism towards the local food system (LFS) by studying three small-scale agritourism farms in Brunei. More…

Abstract

Purpose

This study aims to evaluate the contributions of agritourism towards the local food system (LFS) by studying three small-scale agritourism farms in Brunei. More specifically, it looks at the role of farm agribusinesses and heritagisation efforts of indigenous farmers.

Design/methodology/approach

This qualitative study uses semi-structured interviews to collect data. This method is widely seen as more suitable to gain the unexplored perspectives of the agriculture community at the three agritourism farms.

Findings

The results suggest that the agritourism farms contribute to mild local food activism through their small-scale production of sustainable food products. Another significant finding affirms that these farms also contribute to preserving ethno-culinary heritage through heritagisation of indigenous food and their ancestral agriculture knowledge. The farms’ involvement in agribusiness and efforts in food heritagisation contributes towards a more sustainable LFS and stimulates the rural area as a reinvigorated space for agritourism transactions.

Originality/value

There are lack of research on the contributions of agritourism towards the LFS, especially in Brunei. This study will provide evidence of the overlooked significance of agribusiness and heritagisation efforts conducted by the local farms.

Details

Consumer Behavior in Tourism and Hospitality, vol. 17 no. 2
Type: Research Article
ISSN: 2752-6666

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Article
Publication date: 14 February 2022

Richard Kwasi Bannor, Helena Oppong-Kyeremeh, Bismark Amfo and Ada Adoley Allotey

The authors investigate cocoa farmers' willingness and motivation to participate in agritourism entrepreneurship in Ghana.

Abstract

Purpose

The authors investigate cocoa farmers' willingness and motivation to participate in agritourism entrepreneurship in Ghana.

Design/methodology/approach

Primary data were obtained from 583 cocoa farmers. Contingent valuation method, ordered probit and truncated regressions were employed.

Findings

Cocoa farmers' willingness to participate in agritourism was high. The minimum fee farmers were willing to charge per tourist per day ranged from US$0.870 to US$6.957. Agritourism products farmers were willing to offer to tourists are interaction with rural folks, indigenous cuisine, quality locally stored drinking water, indigenous primary healthcare and on-site restrooms. Cocoa farmers' motivations to participate in agritourism are income generation, alternative livelihood strategy and education. Education, being a native, farm size, motorable roads to farm, and distance to farm influence minimum fee farmers were willing to accept to participate in agritourism.

Research limitations/implications

Agritourism could be considered in rural and tourism development policies of developing countries.

Originality/value

The authors investigate cocoa farmers' participation in agritourism, motivations and determinants of willingness to participate.

Details

Agricultural Finance Review, vol. 82 no. 5
Type: Research Article
ISSN: 0002-1466

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Article
Publication date: 31 May 2021

Kamila Ait-Yahia Ghidouche, Lamia Nechoud and Faouzi Ghidouche

This paper aims to focus on the concept of agritourism and how its development and promotion can contribute to the achievement of a number of sustainable development…

Abstract

Purpose

This paper aims to focus on the concept of agritourism and how its development and promotion can contribute to the achievement of a number of sustainable development objectives, including those related to reducing inequalities, fighting poverty, sustainable consumption and production and ensuring food security.

Design/methodology/approach

Professionals and experts in the fields of agriculture, aquaculture and tourism were interviewed to better understand the challenges of agritourism and how it could contribute to the achievement of sustainable development objectives in mountainous and arid regions.

Findings

The results highlight the environmental, economic and social benefits that can be derived from the practice of agritourism and how this can be a distinguishing feature for a country in which conventional tourism is struggling to develop. participation in farm life for various activities is a key element of any agritourism activity. The results also confirmed the various benefits of the practice, both for farmers and tourists and that it contributed directly to the achievement of certain objectives such as poverty alleviation, reduction of inequalities, food security and preservation of water resources.

Research limitations/implications

This research has certain limitations, the first being the fact that it is a qualitative study and the results cannot be extrapolated; second, it only took into account the point of view of a certain category of people, namely, experts and tourism professionals.

Originality/value

New elements were also identified, in particular, concerning certain perceived risks related to the practice of agritourism such as bio-piracy or damage to national heritage, as well as the appropriation and use of ancestral practices for commercial purposes by other countries.

Details

Worldwide Hospitality and Tourism Themes, vol. 13 no. 1
Type: Research Article
ISSN: 1755-4217

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Article
Publication date: 2 October 2019

Carla Barbieri

The purpose of this paper is to summarize the substantial descriptive, ontological and epistemological advances of agritourism research from its origins. It also envisions…

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Abstract

Purpose

The purpose of this paper is to summarize the substantial descriptive, ontological and epistemological advances of agritourism research from its origins. It also envisions how agritourism spaces and research will develop in the next 75 years.

Design/methodology/approach

Building upon the existing literature and existing agriculture and tourism trends, this paper elucidates on the future of agritourism spaces and research.

Findings

Agritourism research has made substantial descriptive, ontological and epistemological advances to consolidate its scholarly significance as an object of study. Future agritourism will be a continuum ranging from ag-interpretation to ag-themed spaces. Future research efforts should address where agritourism, as a farm diversification strategy, ends along the educational–recreational continuum, and how can agritourism spaces better assist to negotiate societal growing dissonances emanated from the rural–urban gap.

Originality/value

This note envisions how agritourism spaces will evolve in the next 75 years, and thus the issues that future research should address, as a result of agricultural and tourism trends.

Details

Tourism Review, vol. 75 no. 1
Type: Research Article
ISSN: 1660-5373

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Article
Publication date: 1 June 2015

Wanna Prayukvong, Nara Huttasin and Morris John Foster

The purpose of this paper is to demonstrate that both leisure and sustainability objectives can be achieved via Buddhist economics informed agritourism. Buddhist economics…

Abstract

Purpose

The purpose of this paper is to demonstrate that both leisure and sustainability objectives can be achieved via Buddhist economics informed agritourism. Buddhist economics differs significantly from mainstream (neoclassical) economics in its ontological underpinning. This means that assumptions about human nature are different: the core values of mainstream economics are self-interest and competition in the pursuit of maximum welfare or utility; while in Buddhist economics, “self” includes oneself, society and nature, which are all simultaneously interconnected. The core values of Buddhist economics are compassion and collaboration through which well-being is achieved, leading to higher wisdom (pañña). Because of this, the interconnectedness of activities and relationships, even those not initially obviously so linked, is crucial.

Design/methodology/approach

The theoretical argument is illustrated by a pilot study of an agritourism, package tour to visit the properties of Thai farmers involved with a project known as “running a one rai farm to gain a one hundred thousand baht return”. The research is exploratory in character.

Findings

A result of this study is to reveal agritourism as a significant market channel to promote sustainable agriculture.

Originality/value

Agritourism can be considered an instrument for rural development with its contribution to positive economic impacts, providing economic opportunities to sustain financial security for the farming family, maintaining viability of the agricultural sector and local communities and creating jobs for rural residents together with sustainable agriculture.

Details

International Journal of Culture, Tourism and Hospitality Research, vol. 9 no. 2
Type: Research Article
ISSN: 1750-6182

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Article
Publication date: 29 June 2020

Austin Rong-Da Liang, Teng-Yuan Hsiao, Dun-Ji Chen and Jie-Heng Lin

Previous studies have discussed individual effects that certain agritourism activities have on visitor response while ignoring interaction effects. Therefore, the purpose…

Abstract

Purpose

Previous studies have discussed individual effects that certain agritourism activities have on visitor response while ignoring interaction effects. Therefore, the purpose of this study is to discuss both the individual and interaction effects of agritourism activities on tourist revisit intention.

Design/methodology/approach

This study classified agritourism activities into four categories and collected 883 valid samples. Logistic regression was then applied to test the influence of agritourism activities on tourist revisit intention.

Findings

Based on the results of the statistical analysis, it was found that those agritourism activities, which required mutual cooperation such as do-it-yourself (DIY), animal interaction/feeding and fruit and vegetable picking, enhanced tourist revisit intention. Furthermore, the agritourism groups participating in activities with or without children did not have consistent revisit intentions regarding animal feeding/interaction activities. In particular, this study found that willingness to revisit for tourists with children was influenced by animal feeding/interaction, but not for tourists without children.

Research limitations/implications

This study demonstrates that not all agritourism activities enhance revisit intention. For this reason, agritourism businesses should consider redesigning their activities related to visitor and animal interactions as increasing conscientiousness regarding animal welfare, especially with regard to animal abuse. Additionally, those activities focused on education and ecology are not as appreciated by tourists as they may have been previously assumed between different groups.

Originality/value

The findings of this study reveal that if the types of agritourism activities could fulfill visitors' expectations and desires they are more likely to have a satisfying experience. The authors consider some of these notions to be a kind of unrealistic fantasy regarding agritourism and the kind of activities involved therein. This kind of fantasy is likely formed by visitors 2019 past experiences and culture. As a result, the authors conclude that agritourism activities focused on the education of plants and ecology do not achieve the truly preferred aim of better interaction between people.

农业观光:体验设计、活动及再游意愿摘要

目的

先前研究讨论农业观光活动的各别效果对游客反应的影响, 却忽略了交互作用。因此, 本研究目的为讨论农业观光活动的各别及交互效果对游客再游意愿的影响。

设计方法论方式

本研究将农业观光活动分为四类并收集883份有效问卷, 应用逻辑回归以检测农业观光活动对游客再游意愿的影响。

研究发现

根据统计分析结果, 本研究发现农业观光活动需要互助合作, 例如自己动手作、动物互动喂食, 以及采摘蔬果等活动, 都会提升游客的再游意愿。更进一步的, 农业观光族群分为与孩童同行及未与孩童同行二类时, 动物喂食互动活动对其再游意愿的影响并不相同。更特别的是, 本研究发现游客与孩童同行时, 其再游意愿会受到动物喂食互动的影响;但是, 游客并未与孩童同行时则不会。

研究意涵

本研究证实了并非所有的农业观光活动都能提升再游意图。为此, 农业观光企业应考虑重新设计其游客与动物互动的观光活动, 例如增加对动物福祉的责任心, 特别是虐待动物的问题。另外, 关注在教育及生态的农业观光活动在先前区分的不同族群里都不受到青睐。

研究价值

本研究发现显示了假若农业观光类型必须符合游客的预期及渴望, 游客才能感到满意的体验。作者认为游客对参与的某些观光活动之预想是一种不切实际的想像, 而这类想像是来自游客先前的经验及文化。因此, 作者综述关注植物及生态类的农业观光活动并不能达到人际间互动的目的。

Agroturismo: diseño de experiencia, actividades e intención de volver a visitor

Objetivo

Estudios anteriores han tratado los efectos individuales que tienen algunas actividades agroturísticas sobre la respuesta del visitante ignorando los efectos de interacción. Por eso, el objetivo de este estudio es tratar conjuntamente los efectos individuales y de interacción de las actividades agroturísticas sobre la intención de volver a visitar del turista.

Diseño/metodología/enfoque

Este estudio clasificó las actividades agroturísticas en cuatro categorías y recopiló 883 muestras válidas. A continuación, se aplicó la regresión logística para poner a prueba la influencia de las actividades agroturísticas sobre la intención de volver a visitar del turista.

Resultados

Sobre la base de los resultados del análisis de estadística, se mostró que las actividades agroturísticas que requieren cooperación mutua, como el bricolaje, la interacción con animales o nutrición de ellos, así como la recogida de frutas y verduras aumentaron la intención de volver a visitar del turista. Asimismo, los grupos de agroturismo que participaron en actividades con o sin niños no tienen intenciones de volver a visitar consistentes a propósito de las actividades que implican interacción con animales o nutrición de ellos. En particular, este estudio desveló que la voluntad de volver para los turistas con niños está influenciada por las interacciones con animales o nutrición de ellos, mas no para los turistas sin niños.

Implicaciones del studio

Esta investigación demuestra que no todas las actividades agroturísticas fomentan la intención de volver a visitar. Por esta razón, las empresas de agroturismo deberían considerar volver a diseñar sus actividades en relación al visitante e interacciones con animales con escrupulosidad acerca del bienestar animal, especialmente con respeto al abuso animal. Además, estas actividades con enfoque sobre la educación y la ecología no son tan apreciadas por los turistas como muchos han ido asumiendo desde diferentes grupos.

Originalidad/valor

Los resultados de este estudio muestran que si los tipos de actividades agroturísticas consiguen llenar las expectativas y los deseos de los visitantes, son mucho más propensos a tener una experiencia satisfactoria. Consideramos ciertas de estas nociones como fantasías poco realistas por lo que se refiere al agroturismo y al tipo de actividades implicadas en aquel. Este tipo de fantasías está probablemente formado por las experiencias pasadas y la cultura de los visitantes. Como resultado, concluimos que las actividades agroturísticas con foco en la educación sobre plantas y ecología no consiguen el verdadero objetivo preferido que es una mejor interacción con la gente.

Article
Publication date: 4 February 2014

Ainur Seitbattalovna Kenebayeva

– This paper aims to investigate Kazakh rural and urban consumers' preferences for different agritourism experiences.

Abstract

Purpose

This paper aims to investigate Kazakh rural and urban consumers' preferences for different agritourism experiences.

Design/methodology/approach

The empirical study adopts a survey data-based approach relying on a questionnaire data collection technique.

Findings

The paper highlights significant differences and similarities in the structure of individual preferences of urban and rural customer segments regarding different agritourism offerings.

Research limitations/implications

The research is limited by the sample, which covers only two consumer segments presented in the Kazakhstan context. The paper provides managerial implications for agritourism service providers, who are doing or planning to start entrepreneurial activities in rural areas, marketing researchers focusing on product development, and policy makers working out regional development strategies through implementation of tourism stimulating projects.

Originality/value

This study contributes to the advancement of the limited research investigating customer experience theory as applied to agritourism.

Details

Worldwide Hospitality and Tourism Themes, vol. 6 no. 1
Type: Research Article
ISSN: 1755-4217

Keywords

Book part
Publication date: 8 November 2019

Roozbeh Babolian Hendijani

One of the growing segments in tourism industry in Bali is agritourism, a market segment, which has not been fully explored in terms of tourists’ point of view. Thus…

Abstract

One of the growing segments in tourism industry in Bali is agritourism, a market segment, which has not been fully explored in terms of tourists’ point of view. Thus, knowledge about tourists’ motivation and satisfaction to choose this activity is still in its early stage. This chapter identifies the motivation and satisfaction of local tourists to visit civet coffee plantations. The research, based on a quantitative method, identifies five motivational factors which affect the satisfaction of tourists. The findings improve our understanding of people who choose coffee plantations for their holidays and offer opportunities to maintain and enhance the current situation for this type of agritourism site.

Details

Delivering Tourism Intelligence
Type: Book
ISBN: 978-1-78769-810-9

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