The Potential of Agritourism in Revitalizing Rural Communities: Some Empirical Results

Modern patterns of rural development propose a rational and respectful exploitation of agricultural resources together with the rediscovery of historical and naturalistic heritage as means to reach sustainable development. In this sense, Agritourism represents the contact point between the tourists’ request of wellbeing, genuineness and rediscovery of nature, and the offer of typical agricultural products and touristic services of a network of rural organizations. The aim of this study is to improve our understanding of how agritourism activities can contribute to revitalize rural communities; the study assumes particular importance in a period of economic crisis characterized by the failure of the traditional patterns of rural development. We present key findings of an explorative survey carried out in the Calabria region, Italy, during 2012 on a sample of 52 farms offering agritourism activities. The study deploys an original methodology aimed to highlight the extent of the agritourism phenomena in the selected region and to evaluate how agritourism can support sustainable development of a rural community becoming the hub of an “agritourism rural network”