Agritourism and rural development the LowValdelsa case, Italy

• Published in: Tourism Review 2009, Vol.64 (4), p.27-36
• Main Authors: Contini, Caterina, Scarpellini, Paola, Polidori, Roberto
• Format: Report
• Language: English
• Subjects: Italy; Rural areas; Tourism; Tourism management
• ISSN: 1660-5373
• DOI: 10.1108/16605370911004557

Purpose The purpose of this paper is to analyze the demand of tourists who stay in agritourist facilities and assess the impact of agritourism on local development in terms of income and employment. The study was conducted in Tuscany, a region which is preeminent in terms of the Italian agritourist supply and which has a strong attraction for tourists seeking natural resources, the countryside and the local culture. Designmethodologyapproach The methodology called for the use of the input output model based on a regional accounting matrix which was appropriately modified, according to data obtained from a direct investigation. Tourist spending was ascertained by means of a questionnaire submitted to tourists who stayed in agritourist facilities. Main weaknesses of the tourist system were highlighted by means of personal interviews which were conducted with key informants. Findings The results emphasize a lack of coordination between the suppliers of products and services provided in the territory which limits local product visibility. An improved coordination would imply strengthening of individual actions and enhancing the value of products by linking them to the specific resources of the local system and cultural identity. This would determine a higher impact of agritourism on the development of the area. Practical implications The research gains a better understanding of the community's interest in promoting agritourism and provides insights for the drafting of local development strategies. Originalityvalue The paper intervenes in the debate on the role of rural tourism in local development with a case study in which agritourist demand was analyzed, its impact on local income and employment was assessed and existing constraints in achieving socioeconomic development were identified and discussed.