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

Ramona Vasilica Bacter, 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
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Ramona Vasilica Bacter: Department of Animal Husbandry and Agritourism, Faculty of Environmental Protection, University of Oradea, 26 Gen. Magheru St., 410087 Oradea, Romania
Alina Emilia Maria Gherdan: Department of Animal Husbandry and Agritourism, Faculty of Environmental Protection, University of Oradea, 26 Gen. Magheru St., 410087 Oradea, Romania
Tiberiu Iancu: Faculty of Management and Rural Tourism, University of Life Science “King Mihai I” from Timisoara, Calea Aradului No. 119, 300645 Timisoara, Romania
Ramona Ciolac: Faculty of Management and Rural Tourism, University of Life Science “King Mihai I” from Timisoara, Calea Aradului No. 119, 300645 Timisoara, Romania
Monica Angelica Dodu: Department of Animal Husbandry and Agritourism, Faculty of Environmental Protection, University of Oradea, 26 Gen. Magheru St., 410087 Oradea, Romania
Anca Chereji: Department of Animal Husbandry and Agritourism, Faculty of Environmental Protection, University of Oradea, 26 Gen. Magheru St., 410087 Oradea, Romania
Anca Monica Brata: Department of Engineering of Food Products, Faculty of Environmental Protection, University of Oradea, 26 Gen. Magheru St., 410087 Oradea, Romania
Aurelia Anamaria Morna: Department of Engineering of Food Products, Faculty of Environmental Protection, University of Oradea, 26 Gen. Magheru St., 410087 Oradea, Romania
Alexandra Ungureanu: Department of Economics, University Stefan cel Mare of Suceava, University Street 13, 720229 Suceava, Romania
Florin Gheorghe Lup: Department of Animal Husbandry and Agritourism, Faculty of Environmental Protection, University of Oradea, 26 Gen. Magheru St., 410087 Oradea, Romania

Agriculture, 2025, vol. 15, issue 20, 1-22

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 (search for similar items in EconPapers)
JEL-codes: Q1 Q10 Q11 Q12 Q13 Q14 Q15 Q16 Q17 Q18 (search for similar items in EconPapers)
Date: 2025
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