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Article

Human Sustainability Capital in Agrotourism: An ESG-Integrated and Emotional Labor Approach with Case Studies from Maramureș and Bucovina, Romania

by
Ramona Vasilica Bacter
1,
Alina Emilia Maria Gherdan
1,*,
Tiberiu Iancu
2,*,
Ramona Ciolac
2,
Monica Angelica Dodu
1,
Anca Chereji
1,
Anca Monica Brata
3,
Aurelia Anamaria Morna
3,
Alexandra Ungureanu
4 and
Florin Gheorghe Lup
1
1
Department of Animal Husbandry and Agritourism, Faculty of Environmental Protection, University of Oradea, 26 Gen. Magheru St., 410087 Oradea, Romania
2
Faculty of Management and Rural Tourism, University of Life Science “King Mihai I” from Timisoara, Calea Aradului No. 119, 300645 Timisoara, Romania
3
Department of Engineering of Food Products, Faculty of Environmental Protection, University of Oradea, 26 Gen. Magheru St., 410087 Oradea, Romania
4
Department of Economics, University Stefan cel Mare of Suceava, University Street 13, 720229 Suceava, Romania
*
Authors to whom correspondence should be addressed.
Agriculture 2025, 15(20), 2130; https://doi.org/10.3390/agriculture15202130 (registering DOI)
Submission received: 4 September 2025 / Revised: 5 October 2025 / Accepted: 10 October 2025 / Published: 13 October 2025
(This article belongs to the Special Issue Sustainability and Resilience of Smallholder and Family Farms)

Abstract

Agritourism is increasingly recognized as a driver of sustainable rural development, yet research has often focused on ecological and economic outcomes while neglecting the human capital that sustains service quality. This study introduces the concept of human sustainability capital and links it with the ESG (Environmental, Social, Governance) framework and emotional labor theory, using case studies from Maramureș and Bucovina, Romania. Data were collected in summer 2025 through two surveys: one of 120 tourists assessing satisfaction, challenges, and improvement needs, and one of 45 agritourism hosts and employees examining emotional labor, job satisfaction, and ESG-related practices. Tourists reported high satisfaction with hospitality, food, landscapes, and cultural authenticity but noted shortcomings in infrastructure, activity variety, and crowding during peak seasons. Hosts and employees showed strong motivation and cultural pride, with genuine engagement more frequent than surface acting, yet many reported fatigue, low pay, and limited access to training. Social and cultural benefits were evident, environmental practices were modest, and governance emerged as the weakest pillar. Strengthening governance through professional development, fair labor conditions, and infrastructural support is crucial to maintain authenticity, protect cultural heritage, and ensure the long-term resilience of agritourism.
Keywords: rural tourism; human sustainability capital; emotional labor; ESG framework; governance rural tourism; human sustainability capital; emotional labor; ESG framework; governance

Share and Cite

MDPI and ACS Style

Bacter, R.V.; Gherdan, A.E.M.; Iancu, T.; Ciolac, R.; Dodu, M.A.; Chereji, A.; Brata, A.M.; Morna, A.A.; Ungureanu, A.; Lup, F.G. Human Sustainability Capital in Agrotourism: An ESG-Integrated and Emotional Labor Approach with Case Studies from Maramureș and Bucovina, Romania. Agriculture 2025, 15, 2130. https://doi.org/10.3390/agriculture15202130

AMA Style

Bacter RV, Gherdan AEM, Iancu T, Ciolac R, Dodu MA, Chereji A, Brata AM, Morna AA, Ungureanu A, Lup FG. Human Sustainability Capital in Agrotourism: An ESG-Integrated and Emotional Labor Approach with Case Studies from Maramureș and Bucovina, Romania. Agriculture. 2025; 15(20):2130. https://doi.org/10.3390/agriculture15202130

Chicago/Turabian Style

Bacter, Ramona Vasilica, Alina Emilia Maria Gherdan, Tiberiu Iancu, Ramona Ciolac, Monica Angelica Dodu, Anca Chereji, Anca Monica Brata, Aurelia Anamaria Morna, Alexandra Ungureanu, and Florin Gheorghe Lup. 2025. "Human Sustainability Capital in Agrotourism: An ESG-Integrated and Emotional Labor Approach with Case Studies from Maramureș and Bucovina, Romania" Agriculture 15, no. 20: 2130. https://doi.org/10.3390/agriculture15202130

APA Style

Bacter, R. V., Gherdan, A. E. M., Iancu, T., Ciolac, R., Dodu, M. A., Chereji, A., Brata, A. M., Morna, A. A., Ungureanu, A., & Lup, F. G. (2025). Human Sustainability Capital in Agrotourism: An ESG-Integrated and Emotional Labor Approach with Case Studies from Maramureș and Bucovina, Romania. Agriculture, 15(20), 2130. https://doi.org/10.3390/agriculture15202130

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