The value of traditional rural landscape and nature protected areas in tourism demand: A study on agritourists' preferences

Abstract

This study focuses on how traditional rural landscape and proximity to a Natura 2000 Site of Community Importance (SCI) might influence consumers\u2019 choice of an agritourism farm for a weekend stay. Data were collected in Umbria region\u2019s (Italy) agritourism farms in 2014 by interviewing 160 tourists. Results from a discrete choice experiment reveal that the most important feature affecting the interviewees\u2019 propensity to pay a premium price to stay in an agritourism farm is the well-preserved traditional landscape (willingness to pay 32.32\u20ac/night for two people), followed by the availability of a swimming pool (willingness to pay 20.95\u20ac/night for two people), the proximity to a historical village (willingness to pay 18.37\u20ac/night for two people) and, the location in a Natura 2000 SCI (willingness to pay 13.57\u20ac/night for two people). Furthermore, the results underline how the preservation of the traditional landscape and protection of the surrounding environment play a strategic role in developing agritourism and provide economic benefits to local communities