Community-Centered Farm-Based Hospitality in Agriculture: Fostering Rural Tourism, Well-Being, and Sustainability

Abstract

This study explores the role of community-centered farm-based hospitality in promoting sustainable rural development, with a focus on South Tyrol, Italy. A survey of 461 local residents assessed perceptions of agritourism’s impact on agricultural heritage, environmental sustainability, and community well-being. Factor analysis identified two main constructs—Agroheritage Sustainability and Empowered Eco-Tourism—which together capture the multifaceted benefits of agritourism. Agroheritage Sustainability reflects the preservation of traditional farming practices, cultural landscapes, and intergenerational knowledge, emphasizing the role of tourism in maintaining cultural identity and preventing land abandonment. Empowered Eco-Tourism highlights the socio-economic benefits of sustainable tourism, including community empowerment, environmental stewardship, and the creation of new economic opportunities. The study’s findings indicate that local residents view agritourism as a holistic approach that supports rural livelihoods while preserving cultural heritage and promoting ecological resilience. The analysis further supports the potential of farm-based hospitality as a model for sustainable rural development, aligning closely with EU policies and global best practices. The Roter Hahn initiative in South Tyrol serves as a practical example of this approach, demonstrating the value of certification programs in enhancing transparency, quality, and sustainability. These insights provide valuable guidance for policymakers and tourism developers seeking to promote sustainable rural tourism globally. The contribution of this research lies in its empirical validation of a dual-construct model that links community engagement with agroecological and cultural sustainability, offering a transferable framework for evaluating agritourism as a lever for sustainable rural development in diverse regional contexts.

1. Introduction

Community-centered farm-based hospitality embodies a multidimensional approach to rural development that harmoniously integrates agriculture, tourism, and local community engagement [1,2]. Rooted in the principles of sustainability, cultural heritage preservation, and social inclusion, this model goes beyond conventional agritourism by positioning the community not merely as a backdrop for tourist experiences but as an active co-creator and beneficiary of rural hospitality initiatives [3]. According to Gascón and Cañada [4], this approach leverages the everyday rhythms and values of rural life—farming traditions, culinary practices, seasonal cycles, and artisanal knowledge—to create immersive experiences that offer visitors meaningful engagement with local culture and landscape. The hospitality provided is not standardized or commercialized but rather reflects the unique identity, stories, and values of the host community [5]. This authenticity appeals to contemporary travelers who are increasingly motivated by the desire for experiential and ethical forms of tourism that prioritize connection, learning, and contribution [6].

Economically, community-centered farm-based hospitality can play a pivotal role in revitalizing rural areas by generating supplementary income for small-scale farmers, creating employment opportunities for underrepresented groups (especially women and youth), and supporting the development of local supply chains through the use of regional products and services [7]. Community-centered farm-based hospitality acts as a significant driver of rural tourism by drawing visitors to less-explored rural areas, thereby boosting local economies [8]. According to Arsić et al. [9], farms offering overnight stays, farm tours, and agritourism activities attract tourists seeking authentic experiences outside urban centers. These visitors often spend money on local accommodations, food, and crafts, generating vital income streams for rural households [10]. According to Chen et al. [11], such initiatives help preserve and promote regional cultural heritage and farming traditions, which might otherwise be at risk of fading away amid modernization. According to Cammarota et al. [12], Festa et al. [13], and Bainville et al. [14] in parts of Italy and France, farm-based hospitality preserves centuries-old farming techniques and culinary traditions, serving as living museums that educate tourists about regional history. According to Rocca and Zielinski [15], offering genuine rural experiences—such as participating in traditional harvest festivals or learning artisan crafts—appeals to diverse tourist demographics, from eco-tourists and cultural travelers to families seeking educational adventures. This diversity broadens the appeal of rural destinations, fostering sustainable tourism that benefits the entire community [16,17].

Socially, it fosters intergenerational knowledge transfer, strengthens community cohesion, and encourages participatory governance in tourism planning and development [18]. According to Campos et al. [19], small-scale farms offering lodging and farm-to-table dining often hire local residents, thereby reducing unemployment and fostering economic resilience. According to Zhu et al. [20], community-managed hospitality ventures foster a sense of collective pride and identity, as residents collaborate to maintain authentic experiences and cultural integrity. Such collective management initiatives can strengthen social bonds, encouraging residents to work together toward shared goals [21]. Social interactions between visitors and community members also facilitate knowledge exchange, broadening perspectives and fostering intercultural understanding [22,23]. According to He et al. [24], community-led farm stays in Southeast Asia have become spaces where local traditions are shared and celebrated, reinforcing social cohesion and a sense of belonging among residents.

From an environmental perspective, this model promotes low-impact tourism that aligns with agroecological principles and supports the stewardship of natural resources [25]. It encourages practices such as organic farming, biodiversity conservation, and circular economies, making it particularly well-suited for regions seeking to balance economic resilience with ecological responsibility [26]. Sustainability considerations are central to the success and longevity of community-centered farm-based hospitality. These initiatives often promote environmentally friendly farming practices, such as organic cultivation, integrated pest management, and conservation agriculture, which minimize ecological footprints [27,28,29]. According to Alhemimah et al. [30], farms participating in eco-certification programs demonstrate a commitment to sustainable practices that protect soil health, water quality, and biodiversity. According to Li et al. [31], farm-based hospitality encourages sustainable resource management—such as renewable energy use, composting, and water conservation—ensuring that tourism does not compromise ecological integrity. Balancing economic gains with ecological preservation is crucial; sustainable practices not only attract environmentally conscious tourists but also ensure the long-term viability of the farming landscape [32]. As rural communities across the globe confront challenges such as depopulation, economic marginalization, and cultural erosion, community-centered farm-based hospitality offers a resilient and adaptive pathway toward sustainable rural futures [33]. By reimagining hospitality as a tool for empowerment and regeneration, this model not only enriches the visitor experience but also reaffirms the centrality of rural spaces in shaping inclusive and sustainable development trajectories [34].

The study investigates local residents’ perceptions of agritourism in South Tyrol, Italy, emphasizing its role in promoting sustainable rural development, cultural preservation, and community empowerment. Using a structured survey of 461 residents, the research employs quantitative methods such as factor analysis and structural equation modeling to validate two key constructs: Agroheritage Sustainability and Empowered Eco-Tourism. The starting point of the research is the main hypothesis that agritourism positively influences local residents’ perceptions of sustainable rural development by promoting both the sustainability of agricultural heritage and the empowerment of communities through environmentally responsible tourism practices. The study aims to empirically examine how agritourism initiatives—grounded in community engagement and agricultural traditions—shape sustainable rural development in the context of South Tyrol, Italy, with the broader objective of offering a transferable model for other rural destinations. The findings underscore the potential of community-centered farm-based hospitality to serve as a catalyst for sustainability and local well-being by fostering strong ties between agricultural heritage, ecological responsibility, and community participation. South Tyrol’s model, particularly exemplified by the Roter Hahn initiative [35], offers valuable insights for rural regions aiming to align tourism development with long-term socio-cultural and environmental sustainability. The main contribution of this paper lies in its empirical validation of community-centered farm-based hospitality as a driver of sustainable rural development. By conceptualizing and testing the constructs of Agroheritage Sustainability and Empowered Eco-Tourism, the study provides an original analytical framework for assessing how community involvement, agricultural heritage, and ecological responsibility can be integrated within rural tourism strategies. The findings offer practical implications for policymakers, rural entrepreneurs, and development practitioners, while also contributing to the academic literature on agritourism, sustainability, and community-based tourism models.

2. Literature Review

2.1. Conceptual Clarifications: Agritourism, Farm-Based Tourism, Eco-Friendly Tourism, and Rural Tourism

The literature on tourism in rural areas employs a variety of terms—agritourism, agrotourism, farm-based tourism, eco-friendly tourism, and rural tourism—that are sometimes used interchangeably, despite having distinct meanings and policy implications depending on regional or national contexts. This terminological ambiguity can hinder analytical precision and comparability across studies. Given that the current research is situated in Italy, a country where agritourism (agriturismo) is legally defined and regulated, it is essential to clarify these terms to situate the study within a coherent conceptual framework.

Agritourism, according to Italian Law no. 96/2006 [36] and subsequent regional regulations, refers specifically to tourism activities conducted by farmers on working farms. These activities must be secondary to agricultural production and may include accommodation, dining with farm-produced goods, educational farm visits, participation in farm work, and other culturally rooted experiences. The emphasis is on maintaining the agricultural function while integrating it with tourism. This distinguishes Italian agritourism from broader or more loosely defined notions of rural tourism found elsewhere.

Farm-based tourism, by contrast, is a more encompassing term often used in the international literature to denote any tourism activity that occurs on or in connection with farms [37]. Unlike agritourism, it does not necessarily require a regulatory framework or active agricultural production and may include privately owned estates or lifestyle farms offering leisure experiences, accommodation, and recreation, with or without a significant farming component.

Eco-friendly tourism, or ecotourism, emphasizes environmentally sustainable practices and conservation education [38]. While it may overlap with agritourism—especially when farms implement sustainable land use practices or host biodiversity conservation projects—its primary focus lies in environmental awareness, minimal impact, and nature-based experiences. Thus, ecotourism can occur both within and outside the context of agricultural activity.

Rural tourism serves as an umbrella term encompassing all tourism activities that take place in rural areas. This includes agritourism, ecotourism, and other forms such as heritage tourism, adventure tourism, or wellness tourism. It is geographically defined, rather than activity-specific, and often lacks the agricultural or ecological focus of the other concepts [39].

In this study, the term agritourism will be used in line with the Italian legal framework, referring specifically to regulated tourism activities carried out by licensed farms under the agriturismo designation. Eco-friendly tourism will denote environmentally sustainable tourism practices that may be implemented within or alongside agritourism operations.

2.2. Literature Overview

Community engagement plays a vital role in shaping perceptions of agritourism, with locals recognized as key stakeholders in its development [40]. Research indicates that local residents generally hold positive views toward both conventional agriculture and agritourism, primarily due to the perceived economic, environmental, and social benefits [41]. According to Ma et al. [42], support for agritourism is often driven by its potential to generate income, create employment opportunities, and foster cultural exchange, all of which contribute to community vitality [43]. According to Ndhlovu and Dube [44], the promotion of sustainable land use and landscape conservation can be significantly enhanced through these positive perceptions, as locals see agritourism as a catalyst for eco-friendly practices that align with environmental stewardship [45]. However, perceptions are not static; the COVID-19 pandemic has added layers of complexity, especially impacting agritourism farmers more than conventional farmers due to movement restrictions and health concerns [46,47]. Despite this, there remains an optimistic outlook that, as agritourism matures, perceptions will evolve positively, further supporting sustainable land use and conservation efforts [48]. According to Domi and Belletti [49], understanding the differing motivations behind positive perceptions—such as economic benefits for agritourism and environmental conservation for conventional farming—can inform tailored strategies that promote community involvement and sustainable practices [50]. Overall, fostering community support through transparent engagement and highlighting the multifaceted benefits of agritourism are essential for its success as a driver of sustainable land management and landscape preservation [51].

Agritourism plays a vital role in the preservation and promotion of agricultural heritage, traditional farming knowledge, and cultural practices among local residents [52]. Organized farm tours by cooperatives provide visitors with diverse agritourism experiences, facilitating the dissemination of traditional knowledge and fostering an appreciation for rural ways of life [53,54]. These initiatives often involve public–private–community partnerships that prioritize local hiring, sourcing supplies within the community, and integrating traditional practices into tourism activities, thereby strengthening the local economy and cultural identity [55]. Regional and national marketing platforms, coordinated by local tourism boards, enhance the visibility of these authentic experiences, helping to preserve regional agricultural heritage [56]. Small villages and rural communities serve as custodians of cultural and agricultural traditions, showcasing daily farming activities, local festivals, and social gatherings that attract visitors seeking cultural immersion [57,58]. By combining agricultural practices with cultural events such as weaving, handicrafts, and religious ceremonies, agritourism not only preserves these customs but also promotes their transmission to future generations [59]. According to Grilli et al. [60], diversifying tourism offerings—such as farm restaurants, country houses, and campsites—encourages the active participation of residents, reinforcing their sense of ownership and pride in their cultural heritage [61]. Importantly, agritourism serves as an educational platform, raising awareness about the ecological and cultural significance of traditional farming methods and helping to safeguard practices threatened by modernization and industrialization [62].

The motivations of local residents to participate in eco-friendly tourism activities are multifaceted and deeply rooted in both economic and environmental considerations [63]. One primary incentive is the economic benefit derived from biodiversity conservation, which provides residents with tangible incentives and alternative livelihoods [64]. This sustainable source of income encourages community involvement and reduces reliance on environmentally harmful practices. According to Ahrabous et al. [65], residents are motivated by opportunities to participate in small and medium tourism enterprises that emphasize local participation and ownership, fostering a sense of empowerment and ownership over tourism development. Engagement in eco-friendly tourism also serves as an educational platform, enabling residents to learn about environmental conservation and sustainable development firsthand [66,67,68] and to appreciate their region’s unique ecosystems, flora, and fauna through guided nature tours led by local experts [69]. Such activities promote responsible tourism practices and environmental stewardship, reinforcing a collective commitment to resource conservation, especially biological diversity [70]. According to Wójcik-Leń et al. [71], community involvement in conservation efforts, such as clean-up events and cultural activities, fosters a sense of pride, responsibility, and social cohesion. As eco-friendly tourism emphasizes sustainability and conservation, residents are increasingly motivated by the desire to preserve authentic local environments and cultural experiences, which in turn supports long-term ecological and socio-economic benefits [72]. Overall, the development of eco-friendly tourism requires sustained effort and active participation from local communities at every stage, highlighting the importance of inclusive, community-driven approaches to achieve environmental conservation and sustainable development goals [73].

The impact of agritourism on residents’ sense of empowerment is shaped by complex social and political dynamics that influence participation and influence within the community [74]. Central to this is the question of how effectively residents can be involved, which depends on the responsible management of their participation to ensure fairness, consensus, and alignment with local interests [75]. Achieving such equitable involvement often requires navigating existing power relations and addressing potential contestation among various stakeholders, including community members, tourism operators, government agencies, and NGOs. When residents are actively involved in decision-making processes, their sense of agency can be strengthened, especially if their participation helps support community priorities and fosters a sense of collective ownership [76]. However, the fluid nature of power within the community means that empowerment outcomes are not static but vary according to local context and relationships. According to Islam et al. [77], the unique characteristics of each destination influence how residents engage with tourism development, shaping different power dynamics and potential for empowerment. Encouraging genuine participation requires understanding how community members communicate, influence each other, and engage in ongoing interactions, which are crucial for fostering a sense of control and influence over tourism development [78]. According to Woosnam et al. [79], integrating practices such as power conservation not only promotes environmental stewardship but also enhances residents’ ecological awareness and responsibility, further contributing to their empowerment. According to Susila et al. [80], agritourism can serve as a platform for promoting sustainability and well-being, reinforcing residents’ self-efficacy and their connection to nature, which are vital components of empowerment. By carefully managing participation and emphasizing ecological practices, communities can foster a stronger sense of agency and shared influence in shaping their tourism futures.

Residents’ perceptions of agritourism play a crucial role in shaping the success and sustainability of community development initiatives. When local residents view agro-tourism positively, their active participation can lead to significant improvements in public services, infrastructure, and overall quality of life [81]. Raising awareness through educational programs and specialized courses further enhances residents’ understanding of agro-tourism’s potential, which can translate into increased community backing and shared ownership of tourism projects [82]. According to Tu et al. [83], positive perceptions are associated with tangible benefits, including improved roads, sanitation, and greener environments, which directly elevate residents’ living standards and sense of pride. However, it is important to recognize that agro-tourism can also introduce cultural tensions or alter traditional community dynamics, especially when cultural misunderstandings arise between visitors and residents [84]. Despite these challenges, promoting community participation rooted in positive attitudes is essential for ensuring that agro-tourism contributes meaningfully to community development, fostering both economic growth and social cohesion within rural areas [85].

3. Materials and Methods

The study surveyed 461 local residents of South Tyrol to explore perceptions related to agritourism and its implications for sustainable rural development. According to the latest data from 2023, South Tyrol (Alto Adige), Italy, has an estimated population of around 540,000 individuals. As noted by Ahmed [86], with a population of 540,000, a confidence level of 95%, and a margin of error of 5%, the ideal sample size is calculated to be 384 respondents. Consequently, the sample of participants from South Tyrol (Alto Adige), Italy, involved in the study is deemed both valid and reliable.

To empirically investigate local residents’ perceptions of agritourism and its implications for sustainable rural development, a quantitative research approach was employed using a structured survey instrument based on a five-point Likert scale (1 = strongly disagree, 5 = strongly agree). The use of a Likert scale allowed for nuanced responses that could be statistically analyzed to reveal patterns in attitudes, beliefs, and perceptions and to support the development of a transferable model of sustainable agritourism. The questionnaire consisted of 35 evaluative statements, developed to capture the extent of agreement or disagreement among respondents concerning key dimensions of agritourism. These 35 items were carefully formulated based on an extensive literature review and pre-tested through expert consultation to ensure construct validity and reliability.

The research was carried out over a 12-month period, from March 2024 to March 2025, during which the authors visited the selected destinations multiple times to ensure a comprehensive understanding of the local context and to engage directly with the target population. Data collection was conducted through a mixed-mode approach to maximize reach and participation among the local residents. The primary method involved in-person interactions (“face-to-face”) with respondents at various community hubs, including accommodation facilities (e.g., guesthouses, family-run hotels), local restaurants, cafés, shops, and other rural amenities where residents naturally gather and engage in everyday activities. These locations were chosen deliberately to facilitate informal yet meaningful conversations and to capture a wide range of perspectives from individuals directly or indirectly involved in rural tourism activities. In addition to in-person interviews, a portion of the local population was invited to participate via an online survey. A digital questionnaire was distributed through a secure link, allowing respondents who could not be reached during field visits to provide their input at their convenience. This dual approach helped ensure inclusivity and accommodated participants with varying availability and preferences. The combination of repeated field visits, on-site engagement, and online distribution enabled the researchers to build trust with the community, encourage participation, and collect high-quality data reflecting the attitudes and perceptions of residents regarding rural tourism development.

This study is guided by the central research question: How does community-centered farm-based hospitality in agriculture contribute to the development of rural tourism, enhancement of local well-being, and promotion of sustainability through the preservation of agricultural heritage and the empowerment of local communities? It was essential to formulate several key sub-hypotheses. To address this overarching question, it was essential to formulate a set of theoretically grounded sub-hypotheses, each reflecting a distinct dimension of community-centered agritourism. These sub-hypotheses were developed based on an extensive review of relevant literature and later empirically tested through structural equation modeling.

H1. 

Local residents perceive agritourism as a driver of sustainable land use, contributing to landscape conservation and the adoption of environmentally friendly agricultural practices.

H1 (Sustainable land use and environmentally friendly practices) is based on research that links agritourism to the promotion of sustainable land management, biodiversity conservation, and organic or low-impact agricultural practices. Studies such as Barbieri and Valdivia [87] and Li et al. [88] have shown that agritourism encourages farmers to preserve the landscape and adopt environmentally sustainable practices, partly to enhance the attractiveness of their properties to visitors.

H2. 

Local residents recognize agritourism as a mechanism for preserving and enhancing agricultural heritage, including traditional farming knowledge and cultural practices.

H2 (Preservation of agricultural heritage) is supported by studies such as Flanigan et al. [49], which highlight that agritourism can act as a cultural preservation mechanism, reinforcing local farming traditions, foodways, and rural identity. Klopfenstein [89] further emphasized that tourism built on everyday rural life supports the transmission of traditional knowledge.

H3. 

Local residents are motivated to participate in tourism activities that emphasize environmental protection and ecological sustainability.

H3 (Ecological awareness and motivation) builds on research by Bussalin Khuadthong et al. [90] and Tang et al. [91], who describe how eco-conscious tourism fosters environmentally responsible behavior among both tourists and residents, particularly when the tourism model is participatory and locally managed.

H4. 

Participation in agritourism enhances local residents’ sense of empowerment, including increased agency, involvement, and influence in tourism development.

H4 (Empowerment of local communities) reflects findings from studies such as Scheyvens [92] and Dao et al. [93], which suggest that community-based tourism can enhance local agency by involving residents in planning, decision-making, and benefit-sharing, thereby fostering a sense of ownership and empowerment.

H5. 

Local residents perceive agritourism as a catalyst for community improvement, leading to better public services, infrastructure, and overall quality of life.

H5 (Perceived community improvement) aligns with research by Lane [94] and Martinus et al. [95], which shows that rural tourism can stimulate improvements in local infrastructure, public services, and quality of life, especially when tourism revenues are reinvested locally and community needs are considered.

The subsequent task involved the application of factor analysis, which distinguished two distinct factors: Agroheritage Sustainability and Empowered Eco-Tourism.

$$\mathrm{X}\mathrm{i}=\mathsf{\lambda }1\mathrm{F}1+\mathsf{\lambda }2\mathrm{F}2+\mathsf{\epsilon }\mathrm{i}$$

(1)

where

X_i denotes the observed variable (survey item),

λ₁ and λ₂ represent the factor loadings of the observed variable on latent factors F₁ and F₂,

F₁ is the latent factor Agroheritage Sustainability,

F₂ is the latent factor Empowered Eco-Tourism,

ε_i is the measurement error term associated with each observed variable.

Each observed indicator is assumed to load significantly onto one of the two latent constructs, reflecting either the sustainability of agricultural heritage or the empowerment and ecological engagement of local communities. The model assumes that error terms (ε_i) are uncorrelated and that latent constructs account for the shared variance among observed items. The study employed exploratory factor analysis (EFA) to uncover the underlying dimensions of local residents’ perceptions of agritourism. An initial pool of 35 survey items was designed to capture a broad range of aspects related to sustainable rural development and agritourism. During the EFA process, 30 items were excluded due to low communalities (i.e., values below 0.30). Since communality reflects the proportion of variance in each item explained by the extracted factors, items with low communalities were deemed insufficiently representative of the latent constructs and were removed to enhance the validity of the scale. After this refinement, five items with satisfactory communalities were retained and grouped into two distinct factors. The first factor, Agroheritage Sustainability, encompassed items reflecting perceptions of agritourism’s contribution to sustainable land use and the preservation of agricultural traditions. The second factor, Empowered Eco-Tourism, captured respondents’ motivations associated with environmental protection, community empowerment, and social improvements resulting from tourism participation. The final measurement model included the following items: Agroheritage Sustainability (Sustainable Agritourism—encourages sustainable land use; Agricultural Heritage—helps preserve agricultural traditions) and Empowered Eco-Tourism (Eco-Motivated Tourism—motivates engagement in environmentally protective tourism; Tourism Empowerment—enhances empowerment through tourism participation; Community Upliftment—encourages community cleanliness and service improvements). This data-driven scale refinement enhanced the internal consistency and construct validity of the instrument, ensuring it effectively captures the multidimensional nature of residents’ perceptions regarding sustainable rural development.

Following the extraction of latent constructs via Confirmatory Factor Analysis (CFA), the study progressed to the implementation of Structural Equation Modeling (SEM). This analytical phase is crucial for establishing a solid framework to evaluate the theoretical model, facilitating the simultaneous estimation of various interconnected dependence relationships.

Y = βX + ζY

(2)

where

Y represents the endogenous variable (e.g., community well-being or sustainable tourism outcomes), X denotes the exogenous variable (e.g., sustainable agritourism or agricultural heritage), β is the path coefficient indicating the strength of the relationship, and ζY captures the unexplained variance or error term.

The qualitative data were analyzed using thematic coding to identify common themes related to community engagement, sustainability, and local empowerment. This study adopts a positivist epistemological approach, grounded in the belief that reality is objective and can be measured and analyzed through empirical observation. By employing quantitative methods, specifically Structural Equation Modeling (SEM), the research seeks to identify and test causal relationships between latent constructs such as Agroheritage sustainability and empowered eco-tourism. The validity and reliability of the measurement model were assessed using Average Variance Extracted (AVE) and Composite Reliability (CR) values. Both factors demonstrated strong convergent validity, with AVE values exceeding the recommended threshold of 0.50. Specifically, Agroheritage Sustainability achieved an AVE of 0.85, while Empowered Eco-Tourism recorded an AVE of 0.83. These results indicate that the latent constructs account for a substantial proportion of variance in their observed indicators. Composite Reliability values were also excellent, exceeding the recommended threshold of 0.70 for both factors. The CR for Agroheritage Sustainability was calculated at 0.92, and the CR for Empowered Eco-Tourism was 0.94, confirming the high internal consistency and reliability of the measurement instrument. Together, these findings support the adequacy of the two-factor model in capturing residents’ perceptions of farm-based tourism and its role in sustainable rural development.

South Tyrol as a Model Destination for Sustainable, Community-Centered Farm-Based Hospitality

This section provides the territorial and conceptual context for this study by describing South Tyrol, northern Italy, as an exemplary destination where sustainable, community-centered farm-based hospitality is well established. The overview of South Tyrol’s key initiatives—especially the Roter Hahn program—serves as a benchmark framework that directly informed the development of the research constructs and methodology. By situating the empirical study within this specific regional model, we clarify the rationale for our research design and the choice of South Tyrol as the study area. The detailed description below draws on existing literature to characterize the elements that contribute to the region’s success in integrating tourism, agriculture, and sustainability.

South Tyrol, a mountainous and predominantly rural region in northern Italy, serves as an exemplary model for sustainable, community-centered farm-based hospitality. This region is characterized by its strong commitment to sustainable agriculture, eco-tourism, and local community development, making it an ideal benchmark for assessing the integration of tourism and agriculture in rural contexts. A key element of South Tyrol’s success in this area is the Roter Hahn (Gallo Rosso) initiative, a regional certification program that supports family-run farms offering authentic agritourism experiences. With over 1600 certified farms, this program emphasizes locally rooted hospitality, cultural preservation, and environmental sustainability [35,96]. The Roter Hahn label certifies farms based on strict criteria, including the use of local resources, traditional agricultural practices, and high standards of guest service, reinforcing the region’s identity as a leader in green rural tourism [35].

Several key features define the success of this model: First, the emphasis on short food supply chains ensures that a significant portion of the food served to guests is produced on-site, including dairy, meat, fruits, vegetables, and wine. This direct link between production and consumption not only reduces food miles and carbon emissions but also supports local economies by keeping revenue within the community [97]. Such practices align closely with the principles of Sustainable Agritourism and Agricultural Heritage, as reflected in the strong factor loadings identified in this study. Second, eco-friendly building standards are a hallmark of the Roter Hahn model [98]. Many participating farms utilize renewable energy sources, such as solar power and wood heating, while incorporating natural construction materials to minimize their environmental footprint. This commitment to green infrastructure supports broader climate resilience and resource conservation goals, reinforcing the long-term sustainability of rural tourism. Third, the initiative actively promotes cultural preservation and local empowerment. By encouraging the continuation of traditional crafts, culinary heritage, and agricultural practices, the Roter Hahn program ensures that tourism growth does not erode the cultural identity of the region [35]. Women and families play a central role in managing these farm-stays, preserving local knowledge across generations and fostering community resilience. This aspect is particularly significant, as it highlights the critical role of local empowerment in sustainable tourism, consistent with the high loadings observed for Tourism Empowerment and Community Upliftment in the structural model. Finally, the model supports seasonal and diversified income streams. By offering a range of products and experiences, including farm tours, workshops, traditional culinary events, and direct farm sales, these farms generate diversified revenue streams. This approach reduces the financial risks associated with seasonal agricultural production, enhancing the long-term viability of rural communities. This economic diversification is crucial for resilience, reflecting the interconnected nature of tourism, agriculture, and community well-being in the South Tyrolean context. Together, these features make the Roter Hahn initiative a gold standard in sustainable, community-centered farm-based hospitality, providing a practical model for other regions seeking to balance tourism growth with cultural preservation and environmental sustainability.

South Tyrol’s approach to farm-based hospitality has garnered widespread recognition, aligning closely with EU rural development policies, the LEADER program’s goals, and UNWTO sustainable tourism principles [99]. The Roter Hahn label is widely regarded as a gold standard in green rural hospitality, reflecting the region’s commitment to both environmental stewardship and community well-being. This integrated approach not only supports local farmers but also enhances the visitor experience, providing a model that can be adapted to other rural regions seeking to balance tourism development with cultural preservation and environmental sustainability. By outlining the key elements of the South Tyrolean model, this section establishes a conceptual and empirical reference point for the development of our research framework, the selection of survey items, and the justification of constructs measured in the structural equation model.

4. Results

The sample included 56% male and 44% female respondents, reflecting a balanced gender distribution. Participants spanned a broad age range, with the largest proportion in the 55–64 age group (21.7%), followed closely by those aged 45–54 (20.8%) and 35–44 (19.7%). Younger adults aged 18–24 comprised 9.5% of the sample, while older residents over 65 accounted for 11.5%, ensuring that perspectives from multiple generations were captured. Educational attainment was also diverse: 23.4% of respondents had completed elementary school, 26.7% held a high school diploma, 43.8% had a college or university degree, and 6.1% possessed postgraduate qualifications (MSc/PhD). From a demographic standpoint, the sample is considered appropriate for the analysis. It reflects a wide cross-section of the local population, with representation across genders, age cohorts, and educational backgrounds. According to the results of the factor analysis, two separate factors were identified, with eigenvalues exceeding 1, collectively explaining 91.800% of the total variance (see

Table 1. Total variance explained.

Factor	Initial Eigenvalues			Extraction Sums of Squared Loadings			Rotation Sums of Squared Loadings
	Total	% of Variance	Cumulative %	Total	% of Variance	Cumulative %	Total	% of Variance	Cumulative %
1	2.669	53.370	53.370	1.918	38.356	38.356	2.483	49.666	49.666
2	1.922	38.430	91.800	2.452	49.050	87.406	1.887	37.740	87.406
3	0.249	4.985	96.786
4	0.103	2.061	98.847
5	0.058	1.153	100.000

).

Table 2. Factor loadings for tourist motivations related to Agroheritage Sustainability and Empowered Eco-Tourism.

	Factor(s)
	Agroheritage Sustainability	Empowered Eco-Tourism
Eco-motivated tourism	0.117	0.900
Sustainable agritourism	0.950	−0.069
Tourism empowerment	0.136	0.969
Agricultural heritage	0.987	−0.068
Community upliftment	0.094	0.833

presents the identified factors. The factors distinguished are as follows: F1. Agroheritage Sustainability and F2. Empowered Eco-Tourism.

Factor 1. Agroheritage Sustainability: In the context of South Tyrol, where agriculture and rural heritage form a core part of regional identity, the factor Agroheritage Sustainability captures the extent to which local residents perceive agritourism as a driver of sustainable land use and a guardian of traditional rural practices.

-

Sustainable Agritourism—This item reflects residents’ recognition of the environmental benefits of agritourism, particularly its role in preventing land abandonment, supporting landscape maintenance, and encouraging eco-friendly farming practices. In South Tyrol—characterized by terraced vineyards, alpine pastures, and smallholder farms—residents may view agritourism as an opportunity to maintain productive use of rural land while diversifying income. Their belief in tourism’s capacity to support sustainable land use reflects a localized understanding of landscape stewardship and territorial resilience.

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Agricultural Heritage—This item illustrates the cultural dimension of sustainability, highlighting residents’ perception that tourism strengthens intergenerational knowledge transfer, traditional farming methods, and cultural rituals tied to agriculture. In regions like Alto Adige, where traditions such as haymaking, grape harvesting, and artisanal food production are integral to local identity, agritourism is seen as a mechanism for cultural survival in a rapidly modernizing economy. The community’s support for agritourism reflects a commitment to valorizing agricultural heritage and integrating it into the visitor experience. Together, these items indicate that residents view agritourism as more than a source of economic activity. It is understood as a holistic approach to rural development—one that sustains the landscape, safeguards traditional knowledge, and affirms local identity. This factor aligns with the paper’s emphasis on community-centered hospitality, reinforcing the idea that local actors play a proactive role in shaping sustainable rural futures.

Factor 2. Empowered Eco-Tourism: The second factor, Empowered Eco-Tourism, reflects local residents’ perceptions of agency, environmental motivation, and tourism’s contribution to community betterment. It captures the belief that sustainable tourism can empower both individuals and the wider community through active participation and ecological awareness.

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Eco-Motivated Tourism—This item reflects residents’ alignment with pro-environmental values, possibly indicating that those who are involved in tourism activities—whether as hosts or stakeholders—favor tourism forms that minimize environmental degradation. In a sensitive alpine ecosystem like South Tyrol’s, where environmental preservation is critical, residents’ environmental motivation suggests a readiness to support and engage with low-impact tourism models that reinforce sustainable development goals.

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Tourism Empowerment—This item captures the sense of agency and involvement residents derive from their participation in the tourism sector. Empowerment here refers to increased confidence, decision-making capacity, and perceived value in shaping the local tourism offer. In South Tyrol, where farm operators often serve as hosts, guides, and producers, participation in agritourism enables them to diversify roles and gain recognition within and beyond their communities.

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Community Upliftment—This item underscores residents’ view that tourism acts as a catalyst for community-wide improvements. The presence of visitors can encourage investment in public infrastructure, hygiene, hospitality services, and aesthetic upkeep. This motivation is particularly relevant in small rural municipalities where tourism revenue can incentivize improvements that also benefit year-round residents, thus strengthening community well-being and quality of life. This factor, therefore, represents a community-based vision of eco-tourism, one where residents feel both environmentally responsible and socially empowered. The findings suggest that the community does not passively experience tourism’s effects; rather, they perceive themselves as active contributors and beneficiaries of a sustainable tourism model that aligns with their values.

Understanding the demographic composition of the sample is crucial for interpreting the findings in the context of the two key factors: Agroheritage Sustainability and Empowered Eco-Tourism. The gender distribution was relatively balanced, with 56.0% of respondents identifying as male and 44.0% as female. This balance provides a comprehensive perspective that incorporates potentially diverse gendered experiences and attitudes toward agritourism and environmental engagement. Prior research suggests that gender can influence environmental attitudes and community participation, with women often exhibiting stronger ecological concern and engagement in community well-being initiatives [26,55,100]. Thus, the nearly balanced gender representation strengthens the validity of findings related to the Empowered Eco-Tourism factor, which includes dimensions of environmental motivation and community upliftment.

The respondents spanned a wide range of age groups: young adults (18–24 years) comprised 9.5%, early to mid-career adults (25–34 years) 16.7%, middle-aged adults (35–44 years) 19.7%, mature adults (45–54 years) 20.8%, senior adults (55–64 years) 21.7%, and older adults over 65 years constituted 11.5% of the sample. This broad age distribution is significant in contextualizing perceptions of Agroheritage Sustainability, as older generations may hold deeper connections to traditional agricultural practices and cultural heritage, while younger cohorts may be more inclined towards environmental sustainability and innovative tourism models. The presence of substantial middle-aged and senior groups ensures that the cultural dimension of agricultural heritage preservation is well-represented, reinforcing the factor’s emphasis on intergenerational knowledge transfer and rural identity.

The educational profile revealed that 23.4% of respondents had completed elementary school, 26.7% had high school diplomas, 43.8% had attained college or faculty-level education, and 6.1% held advanced degrees (MSc or PhD). The relatively high proportion of post-secondary education suggests a population potentially well-informed about sustainability issues and the socio-economic dynamics of tourism. Higher education levels are often associated with greater environmental awareness and active community participation, which aligns closely with the Empowered Eco-Tourism factor’s focus on ecological motivation and empowerment through tourism involvement. Furthermore, educational attainment can influence residents’ perceptions of agritourism’s role in preserving agricultural heritage and promoting sustainable land use, as individuals with greater educational resources may better appreciate the long-term benefits of integrating tourism with heritage conservation.

The sample’s demographic characteristics support a nuanced understanding of the two primary factors examined in this study: The Agroheritage Sustainability factor benefits from the sample’s age diversity, as it captures both the preservationist attitudes of older generations connected to farming traditions and the environmental stewardship interests of younger residents. This intergenerational representation provides robust evidence that agritourism is valued not only as an economic activity but as a cultural and environmental safeguard. The Empowered Eco-Tourism factor is well-represented through the sample’s gender balance and high educational attainment, both of which are linked to stronger ecological values and a sense of agency within the community. These demographic traits reinforce findings that local residents perceive tourism as a pathway to environmental protection, personal empowerment, and community enhancement. Thus, the demographic profile of the sample substantiates the applicability of the findings to diverse segments of the rural population in South Tyrol, while also suggesting broader relevance to similar rural contexts where age, gender, and education influence community-centered approaches to sustainable tourism.

The findings of this study provide important insights into how local residents in South Tyrol perceive the multifaceted role of agritourism, particularly in terms of its contribution to sustainability and community well-being. The emergence of the two factors—Agroheritage Sustainability and Empowered Eco-Tourism—highlights a clear alignment between residents’ values and the principles underpinning community-centered hospitality. The strong agreement with items related to sustainable land use and the preservation of agricultural traditions suggests that agritourism is not merely tolerated by residents but is actively endorsed as a means of maintaining both ecological balance and cultural continuity. This reinforces the view that agritourism can function as a tool for endogenous rural development, where heritage preservation is intertwined with environmental stewardship and local livelihoods. The second factor points to an empowering dimension of tourism participation. Local residents reported feeling motivated by tourism’s environmental mission, while also expressing a sense of personal empowerment and improved community standards. These results suggest that when residents are included as active participants—rather than passive observers—in the development and management of tourism, they derive greater satisfaction and are more likely to support sustainable tourism practices. In this sense, community-centered hospitality is not simply about hosting visitors, but about fostering a reciprocal relationship in which tourism reinforces local capacities, environmental responsibility, and pride in place. Taken together, these factors suggest that agritourism in South Tyrol is embedded in a broader socio-cultural and environmental framework, where residents view tourism as a platform to assert their values, protect their landscape, and enhance collective well-being. This has important implications for tourism policy and rural development: Efforts to promote farm-based hospitality must continue to emphasize participatory approaches, cultural sensitivity, and ecological accountability, ensuring that tourism growth remains aligned with the aspirations of local communities. In doing so, farm-based hospitality can serve as a model for sustainable, inclusive, and resilient rural tourism development.

The presented Structural Equation Model (SEM) proposes a conceptual model to analyze the mechanisms through which community-centered, farm-based hospitality contributes to sustainable rural development, using South Tyrol (Italy) as a benchmark for successful integration of agriculture, tourism, and local empowerment (Figure 1). The structural equation model (SEM) depicted (see Figure 1) operationalizes the latent constructs of Agroheritage Sustainability and Empowered Eco-Tourism, offering empirical insight into the dynamics of agritourism-based rural regeneration. The SEM results support the proposition that farm-based hospitality, when grounded in community participation and heritage values, contributes to broader rural well-being. This includes the revitalization of rural landscapes and economies; strengthening of social capital and intergenerational knowledge transfer; enhanced visitor experience rooted in authenticity and place identity.

4.1. Agroheritage Sustainability as a Foundation for Rural Tourism

The latent construct Agroheritage Sustainability encapsulates two critical dimensions: Sustainable Agritourism, referring to environmentally and socially responsible tourism activities rooted in agricultural landscapes; Agricultural Heritage, which includes the preservation of traditional farming practices, landscape aesthetics, and cultural agrarian knowledge. As the model indicates, these two dimensions strongly load onto the Agroheritage Sustainability factor (λ = 1.00 and λ = 1.10), with minimal measurement error, highlighting their central role in shaping a sustainable tourism ecosystem grounded in local agro-identity. In South Tyrol, initiatives such as Roter Hahn (Red Rooster) exemplify this synergy by integrating family farms into the tourism economy while maintaining ecological practices and traditional livelihoods.

4.2. Empowered Eco-Tourism as an Outcome of Agro-Based Hospitality

Empowered Eco-Tourism emerges as a multidimensional construct driven by the following: Eco-Motivated Tourism, representing visitors drawn by ecological consciousness and experiential authenticity; Tourism Empowerment, denoting the capacity of local communities to shape, manage, and benefit from tourism; Community Upliftment, reflecting socio-economic improvements, increased well-being, and social cohesion derived from inclusive tourism development. The model reveals a robust path coefficient from Agroheritage Sustainability to Empowered Eco-Tourism (β = 0.67), suggesting that sustainable agritourism and heritage preservation are essential antecedents for local empowerment in tourism contexts. South Tyrol offers a practical benchmark where farm-based accommodations are not only economically viable but also socially inclusive and environmentally responsible. Although the reciprocal path from Empowered Eco-Tourism to Agroheritage Sustainability (β = 0.05) is modest, it underscores a critical feedback mechanism: Empowered communities engaged in eco-tourism are more likely to reinvest in and conserve agricultural heritage, thus sustaining the system over time. This reciprocal relationship highlights the potential for community-centered farm hospitality to evolve into a regenerative model, continuously reinforcing both environmental stewardship and socio-economic resilience.

Factor 1 (F1) captures the interplay between agricultural heritage and sustainable agritourism, with particularly high loadings for Sustainable Agritourism (0.924) and Agricultural Heritage (1.020). This suggests that farms emphasizing sustainable practices and the preservation of agricultural traditions are well-positioned to attract tourists seeking authentic rural experiences. However, the unusually high loading for Agricultural Heritage may signal overlapping influences, potentially reflecting the deeply integrated nature of tradition and innovation in this context, as seen in regions like South Tyrol, where heritage and sustainability are tightly interwoven (

Table 3. Standardized regression weights: (Group number 1—Default model).

			Estimate
Sustainable Agritourism	<---	F1	0.924
Agricultural Heritage	<---	F1	1.020
Eco-Motivated Tourism	<---	F2	0.838
Tourism Empowerment	<---	F2	0.978
Community Upliftment	<---	F2	0.907

).

Factor 2 (F2) emphasizes the community and empowerment aspects of rural tourism, with strong contributions from Eco-Motivated Tourism (0.838), Tourism Empowerment (0.978), and Community Upliftment (0.907). These results highlight the critical role of local involvement and environmental awareness in fostering meaningful connections between hosts and visitors. The high loading for Tourism Empowerment underscores the importance of empowering local communities to benefit economically and socially from tourism, a key factor in the long-term viability of rural destinations. Together, these findings indicate that successful farm-based hospitality models should balance the preservation of local culture and traditions with the empowerment of rural communities, creating a sustainable tourism model that supports both economic growth and community well-being. This approach mirrors the strategic model observed in South Tyrol, where tourism is deeply rooted in the region’s agricultural identity, providing a compelling benchmark for similar rural tourism initiatives.

All model fit indices indicated an acceptable and robust fit of the measurement model. The RMSEA value of 0.060 falls within the recommended range of 0.050 to 0.080, suggesting a good model fit. Furthermore, the comparative fit index (CFI = 1.000), Tucker–Lewis index (TLI = 1.004), and goodness-of-fit index (GFI = 0.970) all exceeded the commonly accepted threshold of 0.90, providing additional evidence of an excellent fit between the hypothesized model and the observed data. These results collectively confirm the adequacy of the measurement model in capturing the underlying constructs of residents’ perceptions of agritourism.

5. Discussion

The findings from the local residents of South Tyrol provide strong support for the main hypothesis that agritourism positively influences perceptions of sustainable rural development by fostering both agroheritage sustainability and community empowerment through environmentally responsible tourism. Regarding Factor 1: Agroheritage Sustainability, the data reveal that residents view agritourism not merely as an economic activity but as a holistic approach to rural development. They acknowledge that agritourism encourages sustainable land use by preventing land abandonment, maintaining landscapes, and promoting eco-friendly agricultural practices. This localized understanding of landscape stewardship reflects a deep appreciation for the environmental benefits agritourism offers, which aligns directly with the hypothesis that residents perceive tourism as a driver of sustainable land use. Furthermore, respondents emphasize the cultural dimension of sustainability, recognizing tourism’s role in preserving agricultural heritage through intergenerational knowledge transfer, traditional farming methods, and cultural rituals tied to agriculture. This perception underscores the community’s commitment to valorizing agricultural traditions and integrating them into the tourism experience, which supports the sub-hypothesis related to the preservation and enhancement of agricultural heritage.

In terms of Factor 2: Empowered Eco-Tourism, the findings indicate that local residents are strongly motivated by environmental values, expressing a willingness to engage in tourism practices that protect the fragile alpine ecosystem of South Tyrol. This environmental motivation demonstrates alignment with sustainable development goals and readiness to support low-impact tourism models. Additionally, participation in agritourism is associated with a heightened sense of empowerment among residents, who report increased confidence, agency, and involvement in shaping local tourism offerings. This empowerment extends beyond individual benefits to a collective vision where tourism acts as a catalyst for community upliftment. Residents perceive tourism as an incentive for improving cleanliness, hospitality services, public infrastructure, and overall community well-being. These improvements benefit not only visitors but also year-round inhabitants, enhancing quality of life and fostering stronger social cohesion. Such perceptions confirm the sub-hypotheses that tourism participation leads to both personal empowerment and community-wide development.

Together, these findings confirm that the community does not experience tourism passively; rather, they actively contribute to and benefit from a sustainable tourism model that aligns with their environmental values and cultural identity. This supports the broader assertion that agritourism can serve as an effective mechanism for sustainable rural development by integrating ecological, cultural, and social dimensions in a community-centered approach.

Confirmations of Sub-Hypotheses

H1: Local residents perceive agritourism as a driver of sustainable land use, contributing to landscape conservation and the adoption of environmentally friendly agricultural practices. The respondents explicitly expressed that agritourism plays a critical role in encouraging sustainable land use. They recognize that agritourism helps prevent land abandonment, supports landscape maintenance, and promotes eco-friendly farming practices. In a region like South Tyrol, with its terraced vineyards and alpine pastures, residents appreciate that tourism encourages the productive use of rural land while providing opportunities for income diversification. This localized understanding of landscape stewardship affirms that agritourism is perceived as a key mechanism for promoting environmental sustainability in rural landscapes.

H2: Local residents recognize agritourism as a mechanism for preserving and enhancing agricultural heritage, including traditional farming knowledge and cultural practices. The community’s views also strongly support the idea that agritourism helps preserve agricultural heritage. Residents highlight tourism’s role in strengthening intergenerational knowledge transfer, protecting traditional farming methods, and maintaining cultural rituals linked to agriculture. Traditions such as haymaking, grape harvesting, and artisanal food production are considered integral to local identity, and tourism is seen as a valuable tool for safeguarding these customs in the face of modernization. This cultural dimension of sustainability illustrates a collective commitment to integrating agricultural heritage into the tourism experience, thus validating the sub-hypothesis related to cultural preservation.

H3: Local residents are motivated to participate in tourism activities that emphasize environmental protection and ecological sustainability. The responses indicate that residents are highly motivated by environmental concerns when engaging in tourism activities. Many expressed a desire to support tourism models that minimize ecological degradation, reflecting an alignment with pro-environmental values. This motivation is particularly important in the sensitive alpine ecosystems of South Tyrol, where environmental preservation is paramount. Such findings confirm that eco-motivation is a significant factor driving local engagement with sustainable tourism.

H4: Participation in agritourism enhances local residents’ sense of empowerment, including increased agency, involvement, and influence in tourism development. Residents reported feeling empowered through their active participation in agritourism. Engagement in tourism-related activities provides them with increased confidence, decision-making capacity, and a greater sense of value in shaping the local tourism offer. Many farm operators serve not only as producers but also as hosts and guides, which allows them to diversify their roles and gain recognition within and beyond their communities. This sense of empowerment confirms that participation in agritourism strengthens residents’ agency and involvement in sustainable rural development.

H5: Local residents perceive agritourism as a catalyst for community improvement, leading to better public services, infrastructure, and overall quality of life. Finally, tourism is widely perceived as a positive force for community upliftment. Residents see it as a catalyst that motivates improvements in cleanliness, hospitality services, public infrastructure, and the overall aesthetic appeal of their communities. In smaller rural municipalities, tourism-generated revenue is viewed as a vital incentive for investments that benefit both visitors and year-round residents. This perception supports the view that agritourism contributes significantly to enhancing community well-being and quality of life, validating the sub-hypothesis regarding community development outcomes.

Table 4. Confirmations of sub-hypotheses.

SH	Statement	Key Findings	Status
H1	Agritourism drives sustainable land use, contributing to landscape conservation and eco-friendly agricultural practices.	Residents affirmed that agritourism prevents land abandonment, supports landscape maintenance, and promotes environmentally friendly farming. This is particularly valued in South Tyrol’s terraced vineyards and alpine pastures.	Confirmed
H2	Agritourism preserves and enhances agricultural heritage, including traditional knowledge and cultural practices.	Residents emphasized tourism’s role in intergenerational knowledge transfer, safeguarding traditional farming methods and maintaining cultural rituals like haymaking, grape harvesting, and artisanal food production.	Confirmed
H3	Residents are motivated to engage in tourism activities emphasizing environmental protection and ecological sustainability.	Respondents showed strong eco-motivation, favoring tourism models that minimize ecological degradation, which is crucial for South Tyrol’s sensitive alpine ecosystems.	Confirmed
H4	Participation in agritourism enhances residents’ sense of empowerment in tourism development.	Residents reported increased confidence, decision-making capacity, and recognition through active engagement in agritourism, strengthening their agency in rural development.	Confirmed
H5	Agritourism acts as a catalyst for community improvement, enhancing public services, infrastructure, and quality of life.	Tourism was perceived as a driver of community upliftment, motivating better cleanliness, hospitality services, and investments benefiting residents and visitors alike.	Confirmed

presents the confirmations of the proposed sub-hypotheses.

6. Conclusions

This study highlights the pivotal role of community-centered farm-based hospitality in advancing sustainable rural development in South Tyrol, Italy. The findings demonstrate that local residents perceive agritourism as a holistic strategy that not only fosters economic vitality but also safeguards agricultural heritage, promotes environmental stewardship, and reinforces social cohesion. Two key factors emerged from the analysis: Agroheritage Sustainability and Empowered Eco-Tourism, which together form a comprehensive framework for understanding agritourism’s multidimensional impacts. The first factor, Agroheritage Sustainability, underscores the importance residents place on preserving traditional farming practices, cultural landscapes, and intergenerational knowledge. This factor highlights how agritourism sustains rural identity, prevents land abandonment, and contributes to biodiversity conservation—aligning with EU sustainability objectives and global best practices. By integrating local food systems with cultural heritage, South Tyrol has developed a resilient, community-driven model that addresses both economic and ecological dimensions of sustainability. The second factor, Empowered Eco-Tourism, reflects the socio-economic benefits of agritourism, particularly its potential to create new livelihood opportunities, strengthen small-scale enterprises, and foster collective agency among residents. This proactive engagement illustrates how agritourism supports rural regeneration and empowers communities to shape their own sustainable futures. The South Tyrolean experience demonstrates the transformative capacity of agritourism to integrate economic, cultural, and environmental priorities, offering a replicable model for other rural regions in Europe and beyond.

6.1. Implications for Policy, Practice, and Future Research

The insights gained in this study provide clear directions for policymakers, practitioners, and researchers. From a policy perspective, agritourism should be embedded in territorial development strategies as a lever for revitalizing rural areas facing demographic decline and agricultural restructuring. Heritage-sensitive and community-inclusive policies are essential to support sustainable farming practices, promote smallholder participation in tourism, and protect traditional landscapes. Regional governments play a crucial role in creating enabling environments through financial incentives, infrastructure investments, and quality certification systems such as organic or regional labels. In practice, the two-factor model informs the design of agritourism experiences that resonate with residents’ values. Agroheritage Sustainability points to the development of interpretive and experiential offerings—guided farm tours, culinary workshops, and seasonal festivals—that celebrate local traditions and foster authentic visitor–host interactions. Empowered Eco-Tourism encourages eco-conscious tourism initiatives such as low-impact mobility, conservation volunteering, and educational programs that promote responsible behavior.

Collaborative branding strategies, exemplified by South Tyrol’s Roter Hahn model, demonstrate how collective marketing platforms can enhance visibility, reinforce quality, and build trust among visitors while supporting rural resilience and community autonomy. For regions like the Western Balkans [101] and Central and Eastern Europe, this approach offers a valuable framework for endogenous, community-led rural development. For future research, longitudinal studies could explore how residents’ perceptions evolve amid climate change, market fluctuations, and shifting tourism dynamics. Comparative analyses across diverse cultural and ecological contexts would test the model’s applicability, while integrating tourist perspectives could help align visitor motivations with community aspirations. Greater attention to intersectional factors—such as gender, age, and socio-economic status—would provide a more nuanced understanding of who benefits from agritourism and under what conditions, ensuring equitable and inclusive development.

6.2. Study Limitations

This study’s findings should be considered in light of several limitations. The research is territorially specific to South Tyrol, and while it offers valuable insights, the results may not fully capture the dynamics in other rural contexts. The cross-sectional design limits the ability to observe changes in perceptions over time. Additionally, the focus on residents excludes the perspectives of tourists and other stakeholders, which could enrich future analyses. Addressing these limitations in subsequent studies would strengthen the understanding of agritourism’s role in sustainable rural development.