A Study of Demand and Supply of Agritourism Activities (Case Study: Rural Areas of Semirom County, Iran)

Document Type : Original Article

Authors

1 University of Isfahan, Iran

2 University of Galway, Ireland

Abstract

Purpose- To develop agritourism, based on the supply and demand framework, it is essential to understand the preferences of tourists as well as the tendency and capabilities of the local community to participate in the development of agritourism. The study aims to examine tourists’ preferences, gardeners’ preferences and capabilities for agritourism activities, and to compare tourists’ preferences and gardeners’ preferences and capabilities regarding agritourism activities.
Design/methodology/approach- The research method is a descriptive-analytical type carried out by a survey method. The study population consisted of 109 apple gardeners the 15 sample villages of Semirom County who were selected using a targeted sampling method, and 252 tourists who visited the sample villages. The data were collected using two researcher-designed questionnaires. To analyze the data, SPSS software along with inferential statistical methods, including One-sample t-test and Friedman were used.
Findings- The findings indicated that tourists' demand for agritourism activities is high and they are interested in all types of agritourism activities. Gardeners are willing to provide agritourism activities, but they have low capability to offer them to tourists. Also, the findings indicated no match between the demand and supply for agritourism activities; Tourists’ main preferences were for Agri-recreation, Agri-experience and Agri-accommodation, and food services, while the tendency and capability of gardeners were more about agri-entertainment and Agri-education.
Practical implications- The findings will be useful for tourism planners to develop optimal strategies for developing agritourism with a better understanding of the behaviors and preferences of tourists as well as the willingness and ability of gardeners.
Original/value- Using the integrated supply and demand framework to analyze the gap between tourists' preferences and gardeners' capabilities for agritourism activities is the innovations of the research.

Keywords

References

  1. Alonso, A. D., & Nyanjom, J. (2016). Tourism, quality of life, and residents of a rural town. Tourism Analysis, 21(6), 617–629. https://researchonline.ljmu.ac.uk/id/eprint/3834/
  2. Ammirato, S., Felicetti, A.M., Raso, C., Pansera, B.A., Violi, A. (2020), Agritourism and sustainability: What we can learn from a systematic literature review. Sustainability, 12 (22), 1-18. https://doi.org/10.3390/su12229575
  3. Anabestani, A., & Mozafari. Z. (2018). Explaining The Factors Influencing the Attitude of Villagers to Agricultural Tourism (Case Study: Sample Tourism Villages of Fazl Village, Neishabour Township). Tourism Planning and Development, 7(24), 123-145. [In Persian]. https://doi.org/22080/JTPD.2018.1827
  4. Arroyo, C. G., Barbieri, C., & Rich, S. R. (2013). Defining agritourism: A comparative study of stakeholders’ perceptions in Missouri and North Carolina. Tourism Management, 37, 39–47. https://doi.org/10.1016/j.tourman.2012.12.007
  5. Artuğer, S., & Kendir, H. (2013). Agritourist motivations: The case of Turkey. Business and Management, 8(21), 63–69. https://doi.org/5539/ijbm. v8n21p63
  6. Atkisson, A., Anielski, M., & Quevedo, E. (2003). Connecting local government, business & academia: A model for Regional Agenda 21 planning. Paper presented at the 2nd Biennial International Sustainability Indicators Network Meeting, Toronto, Canada. http://demarchesterritorialesdedeveloppementdurable.org/
  7. Barbieri, C. (2010). An importance‐performance analysis of the motivations behind agritourism and other farm enterprise developments in Canada. Rural and Community Development, 5(1/2), 1–20. https://journals.brandonu.ca/jrcd/article/view/352/84
  8. Barbieri, C. (2013). Assessing the sustainability of agritourism in the US: a comparison between agritourism and other farm entrepreneurial ventures. Sustainable Tourism, 21(2), 252–270. https://doi.org/10.1080/09669582.2012.685174
  9. Bidegain, Í., López-Santiago, C.A., González, J.A., Martínez-Sastre, R.; Ravera, F., Cerda, C. (2020). Social valuation of Mediterranean cultural landscapes: Exploring landscape preferences and ecosystem services perceptions through a visual approach. Land, 9 (10), 1-22. https://doi.org/10.3390/land9100390 
  10. Bouzarjomehri, Kh., Shayan, H., & Ghandehari, E. (2021). An Investigation of the Perceptions and Preferences of Local Community to Participate in the Development of Agro-Tourism (A Case study on Torbat Heydariyeh City). Tourism Planning and Development, 9 (35), 135-161. [In Persian]. https://doi.org/10.22080/jtpd.2021.19605.3357
  11. Brandano, M. G., Osti, L., Pulina, M. (2018). An integrated demand and supply conceptual framework: Investigating agritourism services. Tourism Research, 20 (6), 713-725. https://doi.org/10.1002/jtr.2218
  12. Byrd, E., Canziani, B., Hsieh, Y., Debbage, K., & Sonmez, S. (2016). Wine tourism: Motivating visitors through core and supplementary services. Tourism Management, 52, 19-29. https://doi.org/10.1016/j.tourman.2015.06.009
  13. Campbell, J., & Kubickova, M. (2020). Agritourism microbusinesses within a developing country economy: A resource-based view. Destination Marketing & Management. 17. 100460.  https://doi.org/10.1016/j.jdmm.2020.100460
  14. Charters, S., & Ali-Knight, J. (2002). Who is the wine tourist?. Tourism Management, 23(3), 311-319. https://doi.org/10.1016/S0261-5177(01)00079-6
  15. Chen, J. S., Chang, L. L., & Cheng, J. S. (2010). Exploring the market segments of farm tourism in Taiwan. Hospitality Marketing & Management, 19(4), 309-325. https://doi.org/1080/19368621003667044
  16. Choo, H., & Petrick, J. F., (2014). Social interactions and intentions to revisit for agritourism service encounters. Tourism Management, 40, 372-318. https://doi.org/10.1016/j.tourman.2013.07.011
  17. Christou, P., Farmakia, A., & Evangelou, G. (2018). Nurturing nostalgia? A response from rural tourism stakeholders, Tourism Management, 69, 42–51. https://doi.org/10.1016/j.tourman.2018.05.010
  18. Daugstad, K., & Kirchengast, C. (2013). Authenticity and the pseudo-backstage of agritourism. Annals of Tourism Research, 43, 170–191. https://doi.org/10.1016/j.annals.2013.04.004
  19. Dubois, C., Cawley, M., & Schmitz, S. (2017). The tourist on the farm: A ‘muddled’ image. Tourism Management, 59, 298–311. https://doi.org/1016/j.tourman.2016.08.016
  20. Duffy, L.N., Kline, C., Swanson, J.R., Best, M., & Hunt, M. (2016). Community development through agroecotourism in Cuba: an application of the community capitals framework, Ecotourism, 16 (3), 203-221. https://doi.org/1080/14724049.2016.1218498
  21. Esper, T. L., Ellinger, A. E., Stank, T. P., Flint, D. J., & Moon, M. (2010). Demand and supply integration: A conceptual framework of value creation through knowledge management. Journal of the Academy of Marketing Science, 38(1), 5–18. https://doi.org/1007/s11747-009-0135-3
  22. Fabio Gaetano, S., & Mariangela, M. (2014). Enhancing the foreign demand for agritourism. Politica Agricola Internazionale. International Agricultural Policy, 2(10), 33-42. https://doi.org/10.22004/ag.econ.211468
  23. Ferreira, D.I.R., & Sánchez-Martín, J-M. (2022). Agricultural Landscapes as a Basis for Promoting Agritourism in Cross-Border Iberian Regions. Agriculture, 12(5), 1-35. https://doi.org/10.3390/agriculture12050716
  24. Forbord, M., Schermer, M., & Griebmair, K. (2012). Stability and variety - Products, organization and institutionalization. Tourism Management, 33(4), 895-909. https://doi.org/10.1016/j.tourman.2011.08.015
  25. Frisvoll, S. (2013). Conceptualising authentication of ruralness. Annals of Tourism Research, 43, 272-296. https://doi.org/1016/j.annals.2013.07.006
  26. Galloway, G., Mitchell, R., Getz, D., Crouch, G., & Ong, B. (2008). Sensation seeking and the prediction of attitudes and behaviors of wine tourists. Tourism Management, 29(5), 950-966. https://doi.org/10.1016/j.tourman.2007.11.006
  27. Galluzzo, N. (2021). A quantitative analysis on Romanian rural areas, agritourism and the impacts of European Union’s financial subsidies. Rural Studies, 82, 458-467. https://doi.org/1016/j.jrurstud.2021.01.025
  28. Gao, J., Barbieri, C., & Valdivia, C. (2014). Agricultural landscape preferences: Implications for agritourism development. Travel Research, 53(3), 366–379. https://doi.org/1177/0047287513496471
  29. Huber, M., Hofstetter, P., & Hochuli, A. (2020). A Demand-driven Success Factor Analysis for Agritourism in Switzerland. Rural and Community Development, 15(1), 1-16. https://journals.brandonu.ca/jrcd/article/view/1721/402
  30. Hurst, J.L., & Niehm, L.S. (2012). Tourism shopping in rural markets: a case study in rural Iowa. International Journal of Culture, Tourism and Hospitality Research, 6(3), 194 – 208. https://doi.org/10.1108/17506181211246357
  31. Hurst, J.L., Niehm, L.S., & Littrell, M.A. (2009). Retail service dynamics in a rural tourism community: implications for customer relationship management. Managing Service Quality, 19(5), 511-540.  https://doi.org/10.1108/09604520910984355
  32. Iran’s Ministry of Cultural Heritage, Tourism and Handicrafts (MCTH). (2021). Isfahan Province. [In Persian]. http://www.ichto.ir/Home/News-RSS.
  33. Kenebayeva, A.S. (2014). A study of consumer preferences regarding agritourism in Kazakhstan: A comparative study between urban and rural area consumers. Worldwide Hospitality and Tourism Themes, 6(1), 27-39. https://doi.org/1108/WHATT-10-2013-0042
  34. Kim, S., Lee, S. K., Lee, D., Jeong, J., & Moon, J. (2019). The effect of agritourism experience on consumers’ future food purchase patterns. Tourism Management, 70, 144-152. https://doi.org/1016/j.tourman.2018.08.003
  35. Kizos, T., & Losifiedes, T. (2007). The Contradictions of Agrotourism Development in Greece: Evidence from Three Case Studies. South European Society and Politics, 12(1), 59-77. https://doi.org/10.1080/13608740601155443
  36. Kubickova, M., & Campbell, J. M. (2020). The role of government in agro-tourism development: A top-down bottom-up approach. Current Issues in Tourism, 23(5), 587–604. https://doi.org/10.1080/13683500.2018.1551338
  37. Lordkipanidze, M., Han, B., Mikael, B. (2005). The entrepreneurship factor in sustainable tourism development. Cleaner Production, 13(8): 98-787. https://doi.org/1016/j.jclepro.2004.02.043
  38. Matyakubov, M., Rakhimbaev, A., Rocchi, B., & Turaev, O. (2022). An evolutionary framework of Italy agritourism development: actual experience for the acceleration of the agritourism growth in Uzbekistan. Theoretical & Applied Science, 6 (110), 406-414. https://doi.org/15863/TAS.2022.06.110.72
  39. McGehee, N. G., & Kim, K., (2004). Motivation for Agri-tourism Entrepreneurship. Travel Research, 43, 161-170. https://doi.org/1177/0047287504268245
  40. Moradi, K., Sojasi, H., Shayan, H.G., & Kharazmi, O.A. (2020). Typology of Tourists' Product Demand and Service in Agriourism (case study: Mahalat county villages). Tourism Planning and Development, 9(34), 83-99. [In Persian]. https://doi.org/22080/JTPD.2020.18289.3240
  41. Mpiti, K. & De la Harpe, A., (2016). Factors affecting agritourism growth in rural communities of Lesotho, in M. Twum-Darko (ed.), Proceedings of the International Conference on Business and Management Dynamics 2016: Sustainable economies in the information economy, pp. 87–94, AOSIS, Cape Town. https://doi.org/10.4102/aosis. 2016.icbmd10.12
  42. Naidoo, P., & Sharpley, R. (2016). Local perceptions of the relative contributions of enclave tourism and agritourism to community well-being: The case of Mauritius. Destination Marketing & Management, 5(1), 16–25. https://doi.org/1016/j.jdmm.2015.11.002
  43. Ohe, Y., & Ciani, A. (2012). Accessing demand characteristics of agritourism in Italy. Tourism and Hospitality Management, 18(2), 281–296. https://doi.org/20867/thm.18.2.8
  44. Ollenburg, C., & Buckley, R. (2007). Stated economic and social motivations of farm tourism operators. Travel Research, 45(4), 444-452. https://doi.org/1177/0047287507299574
  45. Peira, G.; Longo, D.; Pucciarelli, F. (2021). Rural Tourism Destination: The Ligurian Farmers’ Perspective. Sustainability, 13, 1-15. https://doi.org/3390/su132413684
  46. Peng, L. E., & Chris, O. S. H. (2018). Understanding the attributes that motivates tourists’ choice towards agritourism –destination in Cameron highland. Malaysia. Qualitative and Quantitative Research Review, 3(1), 39–60. https://nfct.co.uk/wp-content/uploads/journal/published_paper/volume-3/issue-1/SHTMJL8G.pdf
  47. Rezvani, M.R., Najarzadeh, M., & Torabi. Z. (2017). Challenges and Debates of Agritourism Development: A Case Study of Shahrud Rural Area. Tourism Management Studies, 11(36), 61-84. [In Persian]. https://doi.org/10.22054/tms.2017.7254
  48. Sathe, S. (2012). Management approach towards Agro Tourism with special reference to potential challenges development and growth in Western Maharshtra. Doctor of Philosophy. Tilak Maharashtra Vidyapeeth. India. https://scholar.google.co.in/citations?view_op=view_citation&hl=en&user_for_view=Zc7aklEAAAAJ:kNdYIx-mwKoC
  49. Slámová, M., Kruse, A., Belˇcáková, I., & Dreer, J. (2021). Old but not old fashioned: Agricultural landscapes as european heritage and basis for sustainable multifunctional farming to earn a living. Sustainability, 13, 1-22. https://ideas.repec.org/a/gam/jsusta/v13y2021i9p4650-d540971.html
  50. Su, B. (2011). Rural Tourism in China. Tourism Management, 32(6), 1438–41. https://doi.org/10.1016/j.tourman.2010.12.005
  51. Sznajder, M., Przezborska, L., & Scrimgeour, F. (2009), Agritourism, Wallingford. CAB International. https://ejtr.vumk.eu/index.php/about/article/view/41
  52. Tew, C., & Barbieri, C. (2012). The perceived benefits of agritourism: The provider's perspective. Tourism Management, 33(1), 215-224. https://doi.org/1016/j.tourman.2011.02.005
  53. Torabi Farsani, N., Samani Ghotbabadi, S., & Altafi, M. (2019). Agricultural heritage as a creative tourism attraction, Asia Pacific Journal of Tourism Research, 24(6), 541-549. https://doi.org/10.1080/10941665.2019.1593205
  54. Varmazyari, H., Rahimi, A., & Babaii, M. (2017). An Analysis of Preferred Agro-tourist Activities and Services Case Study: Tourists in the East Alamut. Tourism Planning and Development, 2 (21), 77-95. [In Persian]. https://doi.org/22080/JTPD.2017.1529
  55. Yang, L. (2012). Impacts and Challenges in Agritourism Development in Yunnan, China. Tourism Planning & Development, 9(4), 369–381. https://doi.org/10.1080/21568316.2012.726257
  56. Yoon, Y., & Uysal, M. (2005). An examination of the effects of motivation and satisfaction on destination loyalty: a structural. Tourism Management, 26, 45-56. https://doi.org/10.1016/j.tourman.2003.08.016
  57. Zapata, M. J., Hall, C. M., Lindo, P., & Vanderschaeghe, M. (2011). Can community-based tourism contribute to development and poverty alleviation? Lessons from Nicaragua. Current Issues in Tourism, 14(8), 725–749. https://doi.org/10.1080/13683500.2011.559200
Send comment about this article
CAPTCHA Image

Files

History

  • Receive Date: 11 November 2022
  • Revise Date: 21 December 2022
  • Accept Date: 24 December 2022

Share

How to cite

Statistics