The agritourists

Carla Barbieri

Chapter 6 in Rethinking Agritourism, 2026, pp 80-95 from Edward Elgar Publishing

Abstract: Growing urbanization, globalization, and population mobility are supporting the need to visit landscapes for recreation. Visitors (agritourists) are a heterogeneous group with a mix of motivations, needs, and desires that shape their preferences for the mosaic of agritourism offerings. While escaping daily life and enjoying open space are universal draws, agritourists also seek a range of experiences spanning the hedonic‒eudaimonic spectrum. This chapter delves into these different agritourist types, focusing on the two most prevalent segments worldwide: “Agritourists at Heart” and “Recreationist Agritourists”. By examining personal, generational, agroecological, and societal attributes shaping agritourists’ preferences, this chapter elaborates on different agritourists’ preferences. This chapter concludes with insights to integrate providers' goals along agritourists’ motivations and preferences within the agritourism marketing mix.

Keywords: Customer's desires; Marketing mix; Market segments; Motivations; Needs; Target market (search for similar items in EconPapers)
Date: 2026
ISBN: 9781035317516
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