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Value cocreation has become an important way to enhance the brand equity of a tourism destination. Different from common tourism contexts, agritourism has strong participatory and productive characteristics and is regarded as a critical platform of value cocreation. Therefore, this paper aims to explore the relationship between agritourism experience value cocreation and brand equity of rural tourism destinations from the perspective of tourists.

A questionnaire survey was conducted, and 602 valid questionnaires were collected by a random sample in 2021. Structural equation modeling was used to empirically analyze the data.

The results revealed that tourists’ participation, interaction and citizenship behaviors play a critical role in brand equity of rural tourism destinations. Meanwhile, tourists’ interaction and citizenship behaviors influenced brand equity of rural tourism destinations, via hedonic enjoyment and eudaimonia experience, and perceived experience value. Tourists’ participation behavior influenced brand equity of rural tourism destinations via hedonic enjoyment experience and perceived experience value.

This study focusing on agritourism as a critical platform of value cocreation explores the impact of agritourism experience value cocreation on brand equity of rural tourism destinations from the perspective of tourists. It enriches the existing literature on the relationship between value cocreation and brand equity of tourism destination, expands the research on value cocreation and happiness experience and also provides management basis for promoting brand equity of rural tourism destinations.

价值共创已成为提升旅游目的地品牌资产的重要途径。与一般的旅游情境不同, 农业旅游具有强烈的参与性和生产性特征, 被视为价值共创的重要平台。因此, 本文基于游 客视角探讨了农业旅游体验价值共创与乡村旅游目的地品牌资产之间的内在关系。

本文于2021 年实施问卷调查, 随机抽取602 份有效问卷。结构方程模 型用于实证分析数据。

游客参与、互动和公民行为对乡村旅游目的地品牌资产具有关键作用。同时, 游客互动和公民行为通过享乐型和实现型体验以及感知体验价值影响乡村旅游目的地品牌 资产。游客参与行为通过享乐型体验和感知体验价值影响乡村旅游目的地品牌资产。

本研究将农业旅游作为价值共创的重要平台, 基于游客视角探讨了农业旅游 体验价值共创对乡村旅游目的地品牌资产的影响, 丰富了价值共创与旅游目的地品牌资产 关系的文献, 拓展了价值共创与快乐体验的研究, 为促进乡村旅游目的地品牌资产提供了 管理依据。

La cocreación se ha convertido en una forma importante de mejorar el valor de marca de un destino turístico. A diferencia de los entornos turísticos comunes, el agroturismo tiene fuertes características participativas y productivas, y se considera una plataforma indispensable de cocreación de valor. Este artículo explora la relación entre la cocreación de valor de la experiencia de agroturismo y el valor de marca de los destinos de turismo rural desde la perspectiva de los turistas.

Se realizó una encuesta y se recogieron 602 cuestionarios válidos mediante un muestreo aleatorioa en 2021. Se utilizó un modelo de ecuaciones estructurales para analizar empíricamente los datos.

Los resultados revelaron que la participación e interacción de los turistas y los comportamientos de la ciudadanía juegan un papel crítico en el valor de marca de destinos de turismo rural. La interacción de los turistas y los comportamientos de la ciudadanía impactaron el valor de marca de destinos de turismo rural a través del disfrute hedónico, la experiencia eudaimonia y el valor percibido de la experiencia. El comportamiento de participación de los turistas influyó en el valor de marca de los destinos de turismo rural a través de la experiencia hedónica de disfrute y el valor percibido de la experiencia.

Este estudio, centrado en el agroturismo como plataforma importante para la cocreación de valor, explora el impacto de la cocreación de valor de la experiencia de agroturismo en el valor de marca de destinos de turismo rural desde la perspectiva de los turistas. Enriquece la literatura existente sobre la relación entre la cocreación de valor y el valor de marca de los destinos turisticos, expande la investigación sobre la cocreación de valor y la experiencia de felicidad, y ofrece también bases de gestión para promover el valor de marca de destinos de turismo rural.

The case has been tested and proved significant as a part of executive educative courses. Students and participants are pushed to consider practical options. The audience for this case study could be BBA students, MBA students, postgraduate management students or students who chose marketing as their area of specialization.

• Strategic management courses/modules at the intermediate level.

• Marketing management courses/modules at the entry/intermediate level.

When the instructor wants to discuss marketing models like segmentation, targeting, positioning (STP) or marketing strategy model during the course, he or she may use this example.

This instructor’s manual accompanies the case entitled “Krishivan Agri Tourism: Challenges for Sustainability.” This case study highlights the entrepreneur’s struggles with his resort’s limited audience, lower weekday occupancy and weekday reach. The government’s declaration of a lockdown and the COVID-19 epidemic ultimately led to financial losses and stressed cash flow. The businessman understood the enormous potential of the Indian agritourism market. It was a turbulent time for him to evaluate his strategies to sustain in the market. The case illustrates the owner’s struggle to survive and prosper in a commercial setting. The scenario can be used by the instructors to talk about risk mitigation strategies such as promotion, marketing and strategy analysis. Readers must consider difficulties related to corporate success strategically. The proposed responses to the discussion questions in the instructors’ manual are provided here. It can be taught in management courses to handle topics like marketing management, strategic marketing, STP and entrepreneurship, among others.

Marketing management and strategic marketing in Management courses at the intermediate level.

The percentage of tourism revenues from the national income decreased during the period (2000: 2020) which necessitates diversification in tourism activity and tourism revenues through agricultural tourism as one of the types of tourism activities. On other hand, Al-Ahsa governorate is the largest governorate in Saudi Arabia, covering an area of about 2,500 square kilometers. Moreover, it includes an oasis that is the largest irrigated agricultural oases in the world. It is distinguished by its strategic geographical location, in addition to being one of the most famous palm oasis in the world. Although Al-Ahsa governorate has many ingredients for agricultural tourism; the number of farms approved in the Aryaf program reached about 101 farms at the level of Al-Ahsa with a rate that not exceed about 0.5% of farms in 2018 of the total farms. That means it still Agricultural tourism has not received sufficient attention from investors and farm owners.

The study targeted planning for agricultural tourism activities in Al-Ahsa Governorate using a long-term sustainable approach to achieve sustainable development and diversification of sources income in agriculture sector. The study depended on the sample size was determined from Al-Ahsa farms in light of the fact that the number of farm owners in Al-Ahsa. In addition the study relied on the use of descriptive and quantitative statistical analysis through the use of percentages, chi-square test and Likert's triple test.

The results of the study strategic plans of farms in Al-Ahsa points to the importance of enhancing agricultural tourism services in Al-Ahsa, including health, environmental, recreational and food services, which may have an impact on increasing the economic return of farms in a better way in order to gain competitive advantage by focusing on developing the farms themselves in line with the Aryaf program of the Ministry of Tourism in the Kingdom to ensure safe and sustainable growth of revenues Economic.

This study is concerned with Agricultural Tourism. The study is helpful in policy formation to target sustainable development and diversification of sources income in Saudi Arabia. The authors whose names are listed immediately below certify that they have NO affiliations with or involvement in any organization or entity with any financial interest (such as honoraria; educational grants; participation in speakers' bureaus; membership, employment, consultancies, stock ownership, or other equity interest; and expert testimony or patent-licensing arrangements), or non-financial interest (such as personal or professional relationships, affiliations, knowledge or beliefs) in the subject matter or materials discussed in this manuscript.

This paper aims to enhance understanding of how sustainable entrepreneurship (SE) contributes to sustainable development in the tourism sector. To do so, specific factors that act as enablers or inhibitors of SE are identified according to a co-evolutionary lens.

A co-evolutionary explanation of the firm? Environment relationship is adopted to undertake a qualitative empirical study of the Castelli Romani tourism destination (Italy), via 23 semi-structured interviews according to a narrative approach.

The paper demonstrates that entrepreneurs play a crucial role in sustainable development but cannot act in isolation. In fact, according to the co-evolutionary approach, they influence and are influenced by 20 factors. Accordingly, SE can be conceptualised as resulting from effective co-evolutionary interactions between micro (i.e. entrepreneurs and their firm), meso (i.e. the destination where tourism firms are based) and macro (i.e. the wider socio-economic and natural system) levels.

Several actions are suggested to entrepreneurs and policymakers to help achieve specific sustainable development goals. These actions focus on: (1) training courses, (2) investments in technologies, (3) creation of innovative business models, (4) exploitation of cultural and natural resources, (5) community involvement and (6) multi-level partnerships.

This is the first study that adopts a co-evolutionary lens to investigate the influencing factors of SE in tourism, shedding light on the effects of their dynamic interdependence. Thus, it provides a more nuanced SE conceptualisation that takes a holistic and dynamic view of sustainability.

Rural tourism facilities in Poland were very keen on amateur websites to promote their hospitality services from 2000 to 2018. In most cases, the websites were nonprofessional, hosted on free servers and made by family members or friends of the holding. After search engine algorithms changed in 2015–2019, the websites started to go extinct on a large scale; they were deleted and often replaced with a more modern design and a commercial domain. These resources offered a rare opportunity to gain insight into rural tourism, rural changes and socioeconomic and cultural phenomena.

The paper’s objective is to demonstrate with an analysis of archived Polish rural tourism websites that digital cultural artefacts are generated in rural areas. The study was an analysis of selected development attributes of rural tourism websites found in the Internet Archive. The analysis involved those attributes that are important for determining whether a website or content can be considered digital cultural heritage assets.

The conclusions demonstrate that rural digital cultural heritage is a set of digital artefacts created in rural areas with their characteristics. Rural digital artefacts are records of ICT, infrastructure, environmental, cultural and socioeconomic changes.

The “digital assets” of rural areas are yet to be discussed in the context of rural cultural heritage, as a set of artefacts created in these areas and characteristic of them.

This study aims to explore the latent potential of alternative-responsible tourism and ecotourism leadership in sustainable tourism and the sustenance of rural communities in Musina Municipality in Limpopo Province, South Africa. It also sought to compare this potential with other African pastoral areas and to integrate it with various rural sites elsewhere abroad.

Narrative literature, document reviews, interviews and focus group discussions were used to garner relevant data and were analyzed through cross-tabulation analysis and manually. On this account, probable climate change-bound environmental consequences, rural, tourism, farming and ecological administration issues came to the forefront.

The examination correlates the potential position of proper ecotourism exercises and responsible tourism as an agreeable path to promote sustainability in rural localities. Subsequently, upon apparent countryside products, ecotourism and farming exercises glimpsed in the study area, environmental degradation poses a conceivable hazard to natural resource governance. Hereafter, it aggravates the possibilities for climate change effects and poor subsistence.

The rich biodiversity in the study area provides platforms for sustainable rural tourism enterprises and addresses any pertinent concerns. Thus, the study has manifested a demand for a creative tourism approach and innovations against environmental change outcomes and to capacitate Musina Municipality residents and probably others elsewhere on the continent to engage in ethical tourism initiatives and sustainable livelihoods.

With increasing wine consumption in Armenia, both residents and inbound tourists have become attractive target groups for wine sales, which are stimulated by wine tourism activities. The objective of this explorative study is to shed light on the potential of wine tourism for rural development in Armenia.

The paper starts with a structured and interdisciplinary literature review. Based on qualitative surveys among local tour operators and wine producers, and complemented by three expert interviews, the offer of wine tourism activities in Armenia will then be analyzed.

Each of the surveyed wine producers offers wine tourism activities. Foreign tourists know little about the Armenian wine industry, however, and are interested in cultural experiences and Armenia’s breathtaking nature. Armenian wine producers need to understand the expectations of their target groups to develop or adapt their offers successfully.

Due to the explorative nature of this study, the sample size of the surveyed wineries and tour operators is small and hence not representative. In addition, only local tour operators were surveyed. The sample should be extended to include foreign tour operators and more wineries in future research projects.

Whereas first studies on the structure and competitiveness of the Armenian wine sector exist, there is no survey on the general wine tourism in Armenia and its potential to foster rural development.

This study aims to examine Musina municipality’s tourism development status and plans with existing documents and respondents’ responses on their envisaged implications on tourism development and sustainability initiatives in Vhembe District, Limpopo Province, South Africa.

Surveys, interviews and focus group discussions, supplemented by field observation and document reviews, gray literature alongside published literature, were applied. Subsequently, Microsoft Excel and cross-tabulation analysis orchestrated the analysis of the data.

The policy and strategy aspects contributing to the previous and actual tourism statuses in Musina municipality are defined. The study concludes that Musina Municipality has rich tourism possibilities but lacks a better tourism strategy to empower local communities. Nonetheless, it dwells in the most tourism-based landscape within the Vhembe District of Limpopo.

Musina Municipality is one of the driest areas in the north of Limpopo Province in South Africa. It is also marked by impoverished rural communities. Studies on sustainable tourism and development have increased in recent years. However, rare studies specialize in synergies within various forms of tourism. Also, significant resources to advance local communities in rural areas are not sufficiently appreciated.

The case study offers interesting learning possibilities and offers the following learning opportunities to the learner. assess and conduct a macro- and micro-environmental analysis, comprehend the nature of the competitive landscape and how it changes when one looks at a digital-only versus an omnichannel marketplace, examine the product mix and policy of the firm and evaluate how it delivers customer value and analyse the pros and cons of growth strategies available to a firm and arrive at a viable and actionable future business and product strategy.

The short case study presents the story of a young start-up called Country Delight. The firm began operations in 2011 and was the brainchild of Chakradhar Gade and Nitin Kaushal. The direct-to-consumer firm addressed urban consumers’ non-articulated, latent need to get “fresh and uncontaminated” milk to their doorstep. Country Delight delivered farmer-to-consumer fresh cow and buffalo milk and milk products based on a well-designed and efficient value chain where the supply chain was either wholly owned or quality monitored by the firm. The firm began operations in India’s National Capital Region and was spread across 15 metro cities. Slowly, over the years, Gade and Kaushal added more product categories.Country Delight had a subscriber base of around 500,000, and the ambitious duo wanted to double their subscriber base and reach one million subscribers by financial year 2025. The firm was looking at various paths to achieve this number. Should Country Delight expand into new geographies? Or look at adding to the existing product portfolio? Diversification into agritourism, like the Pune-based vineyard – Sula, also looked attractive to build consumer engagement. Would taking the consumer to the farmers from whom they sourced the milk and vegetables contribute additional revenue to Country Delight and their farmer-suppliers? As the firm got ready to raise another round of funding, it needed a well-articulated growth strategy that was exciting and profitable for all stakeholders.

This case study presents the dilemma entrepreneurs face as they look at the next phase of growth. Thus, this case study serves as a learning opportunity for a graduate-level course in management and as a sounding board for those who aspire to enter the start-up space. Though this case study has the potential to illustrate basic concepts such as value chain and macro- and micro-environment analysis, the protagonist’s dilemma and the problem statement make it apt for integrated discussions that are critical in advanced electives in marketing management.

Teaching notes are available for educators only.

CSS 8: Marketing.

This study aims to investigate the correlations between latent variables embedded into three clusters (equine agritourism, therapeutic horse riding and equine sports) and entrepreneurial intentions of people interested to invest in equestrian sector.

The authors propose a conceptual framework focused on three latent variables that influence the interest of horse enthusiasts to embrace an entrepreneurial career. Statistical analyses via Pearson’s chi-square tests, analysis of variance (statistical formula used to compare variances across the means (or average) of different groups) and regression analysis have been performed to validate our assumptions.

Findings reveal a high level of interest of from horse enthusiasts to opt for an entrepreneurial career, as funding opportunities in this sector are growing due to European union and national funding available for this endeavour.

Very limited research studies have been explored the entrepreneurial intentions in equine industry. This study proves that sports and therapeutic activities influence to the greatest extent, the entrepreneurial intention in the equestrian sector.