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Sustainability 2017, 9(9), 1618; doi:10.3390/su9091618

Unlocking Value Creation Using an Agritourism Business Model

Department of Management, University of Turin, 10100 Turin, Italy
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Received: 28 July 2017 / Revised: 22 August 2017 / Accepted: 24 August 2017 / Published: 12 September 2017
(This article belongs to the Special Issue Developing Tourism in Rural and Agricultural Regions)
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Abstract

Agritourism has achieved a greater importance in the last decade, but despite this relevance, the definition is not aligned everywhere, depending on the contingency variables of the context in which agritourism is located. This paper aims at analyzing the business model’s key success factors of Italian agritourism by studying their structural, social and economic features, integrated with a sustainability approach. The empirical analysis is based on a sample of agritourism, located in an Italian region. The empirical results show relevant and useful elements to support the sustainable development of agritourism business models in Italy, linking theory, policy and practices. Indeed, these results, together with others related to the economic dimension of the farms, their specialization, and the characteristics of the farmers make it possible to argue that there are common elements, which offer potential for agritourism. In addition, it was possible to identify two different models of agritourism. Agritourism can open new horizons in rural sustainable development, with possible beneficial effects on the environment, society, agricultural heritage and economic growth. In particular, regional policy developers should take into consideration these elements in order to direct correctly efforts. The research shows also some interesting theoretical implications as it contributes to enrich the literature on this particular kind of business model. At the same time, it helps family owners to increase the overall understanding of their agritourism, in order to finalize adequate planning and communication. View Full-Text
Keywords: agritourism; business models; BM; Business Model Innovation; BMI; key success factors; Italy; sustainability; rural development agritourism; business models; BM; Business Model Innovation; BMI; key success factors; Italy; sustainability; rural development
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. (CC BY 4.0).

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MDPI and ACS Style

Broccardo, L.; Culasso, F.; Truant, E. Unlocking Value Creation Using an Agritourism Business Model. Sustainability 2017, 9, 1618.

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