Rural Tourism Štefan Bojnec University of Primorska, Slovenia. Seville, 14 December 2006

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1 Rural Tourism Štefan Bojnec University of Primorska, Slovenia Seville, 14 December 2006

2 What is rural tourism? RURAL TOURISM AGRO- TOURISM FARM TOURISM

3 Long tradition in Europe Rural, agro and farm tourism Tradition, nature and social tourism Diversification efforts, gender and policy issues Alternative accommodation facilities Social, heritage, green and ecotourism

4 Rural tourism: differs from agriculture, forestry and fishery expanding, generates an influx of money, and maintains the service base in the region Farm tourism: part of rural tourism tradition, nature and social tourism

5 NACE: H activity, hotels and restaurants (rural tourism activities - hotels in rural areas) A activity agriculture, hunting and forestry, and B activity fishing (farm tourism as a supplementary farm activity) Differences across countries taxation policies investment policies other economic policies across NACE activities interdisciplinary work and cooperation

6 Characteristics Rural tourism Agro-tourism Farm tourism Territory characteristics Rural territories with natural and cultural attractions Agricultural territories Farmer s farm and its environment Service provider Rural community, various for-profit and non-profit organizations Farmers and their organizations Owners of tourist farms and their associations Main product Additional products Rural environment with natural and cultural tourist attractions, sports, rural holidays Holiday villages, rural hotels, private houses, camping sites, eating establishments, shops, points of interest, tourism information Farm products, rural way of life, rural holidays, trades Lodging at active farms, agricultural companies, eating establishments, shops of recreational goods Life on farmer s farm Lodging at active or traditional farm, board of farm products, recreational activities

7 Rural tourism and farm diversification: multifunctional activities: rural tourism (attractions) rural and farm tourism as a new market niche demand-side factors and entrepreneurial spirits in rural areas tourism: marketing, employment and income the reform of the CAP: towards rural development environmentally friendly and bio-production supporting multifunctional development (rural and farm tourism) rural tourism as a priority for most of governments local actions, investment and similar activities (culture, sports and other hospitality and leisure activities)

8 Activities vary considerably across countries farm tourism an alternative to mass tourism important: local conditions and farm locations most recent developments: no special activities for the guests at the farm and wellness tourism provide (inexpensive) accommodation in the farmhouse/ farm apartments often the responsibility of the "farmer s wife networking between the tourist farms and farms within the tourist economy

9 Differences in importance, organization and features by European countries attractions and locations overnight stays are the shortest? the occupancy rate of tourist beds is the lowest? rural tourism less important in world-known tourist destinations different taxation and other fiscal and investment treatments farm tourism businesses as a supplementary farm activity small tourism businesses in villages: inns, small family-run hotels and restaurants in villages

10 Rural tourism is considered widely thermal spas and health resorts natural environment and natural attractions cultural and historical attractions heritage and crafts agricultural products various agricultural and sport activities in the countryside

11 Farm tourism as supplementary activity at the farm farm tourism as an independent entrepreneur as in any other economic activity investment funds and government support measures crucial importance of different sales channels joint promotional, marketing, advertising and information activities education, product development, quality grading and classification scheme a countrywide campaign, the Internet, intra- and cross-border cooperation

12 Rapid growth of tourist farms excursion farms (warm and cold meals and beverages) tourist farms with accommodations self-catering homes with tourist beds others

13 Cluster analysis Examples of good practices (ideas) awareness among policy makers entrepreneurial activities and product diversified tourism development promoting cooperation between EU member states and exchanges of good practices rural tourist destination development» applying advance managerial, entrepreneurship and marketing activities» brand product development» joint promotion and marketing activities in rural areas

14 Issues of entrepreneurship innovative approaches in farm and rural tourism development example: wine tourism development as opportunity and challenge in product diversification require developing new managerial and entrepreneurial knowledge and skills in rural areas

15 Broader importance: environmental policies protection of rural identity landscape in rural development sustainability goals in the context or rural communities European Union policies

16 Conclusion shifts toward pluractivity and diversification efforts gender issues within the farm business territorial, EU rural development and structural policies product development, education and training, tailored marketing approach entrepreneurial spirit and initiative from farmers and people living in rural areas

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