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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.

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.

This chapter analyses the development of oleotourism through the use of local resources in a democratised decision-making process. It explains that the production of olive oil is making a novel contribution to the tourism industry. The authors suggest that oleotourism is also offering opportunities for stakeholder engagement. Therefore, the authors identify key elements that serve as drivers for the development of oleotourism in Jaén. They put forward a framework that can lead to a democratised decision-making process that is intended to support the stakeholders of oleotourism.

This chapter highlights some features of the current structure of Italian agriculture by focusing on the regional patterns of agrarian change. These patterns are followed mainly by comparing the data of the 5th and 6th Census of Agriculture and the data of holdings registered to the Chambers of Commerce. The analysis confirms the Northern-Southern dichotomy of Italian agriculture as the physical and economic dimensions of Northern regions’ holdings are appreciably higher than those in the South. Other traits of farms, not usually included in most traditional analyses, help explain that Northern-Southern dichotomy: the farmers’ educational level and the ICT availability on farms. The agriculture of Southern regions has been affected less by the structural adjustment and has maintained some traits of more ‘traditional’ farming. However, important innovations, such as organic farming and direct selling to ‘consumers in house’, have been adopted more readily by Southern farms. The marked regional duality of Italian agriculture corresponds to the several ways in which farmers and their activities interconnect with territorial development models that have shown a deep regional differentiation.

This chapter gives several explanations as to why peasant agriculture results in sturdy and sustainable growth – it also identifies the factors that undermine this capacity. Peasant agriculture entails a constructive capacity: it includes mechanisms that are used to make agriculture grow and to face adverse conditions. And when the ‘normal’ level of resilience does not suffice, the constructive capacity is employed to redesign and materially rebuild agriculture through the development of new products, services and markets. This capacity leads to a new farmer’s empowerment that have in the multifunctionality the key to go beyond the classical agricultural system where the farming capacity is completely expressed out of the farm leaving farmers to do only mechanical operation. The chapter illustrates several examples of how farmers are reclaiming control over their own resources by defining a new level of farm autonomy and by oriented their farm towards multifunctional activities and the concept of peasants agriculture. The ‘new peasantry’ is consolidating itself and becoming a highly effective alternative: a viable way of addressing the multifaceted crisis that beleaguers farmers, the increasing strictures they face and the ongoing challenges of sustainability.