Wearing two hats: the agritourism farmer

Carla Barbieri

Chapter 4 in Rethinking Agritourism, 2026, pp 48-62 from Edward Elgar Publishing

Abstract: Farmers involved in agritourism embody a blend of values, traits, and identities stemming from their farming and entrepreneurial roles, which collectively shape their behavior. This chapter begins by summarizing the most common values associated with the notion of “being a good farmer” that offer insights into behaviors that extend beyond profit maximization. The unique prioritization of these values by individuals leads to four distinct farmer identities: Productivist, Conservationist, Civic-minded, and Naturalist. It then delves into entrepreneurship by outlining the personal qualities, contextual attributes, and learning processes that drive the creation or transformation of products, processes, or organizations. After examining the nuances of balancing farming and entrepreneurial roles, this chapter concludes with suggestions to guide policy and outreach programs aimed at navigating the complex interplay of values, roles and identities in agritourism development.

Keywords: Agripreneur; Dynamic learning process; Entrepreneurship; Functional role; Identity; Personality traits (search for similar items in EconPapers)
Date: 2026
ISBN: 9781035317516
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