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Agritourism: A Hedonic Approach of Quality Tourism Indicators in South Tyrol

Author

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  • Katia Laura Sidali

    (Department of Business Economics, University of Verona, Via Cantarane, 24 1, 37129 Verona, Italy)

  • Anna Spitaler

    (Faculty of Economics and Management, Free University of Bozen-Bolzano, Piazza Università 1, 39100 Bozen, Italy)

  • Günter Schamel

    (Faculty of Economics and Management, Free University of Bozen-Bolzano, Piazza Università 1, 39100 Bozen, Italy)

Abstract

This paper examines the prices of agritourism accommodation that include food services (i.e., the option to have breakfast) and related farm attributes. We analyze what tourists are willing to pay per night for a designated farm holiday stay in South Tyrol offered through the “Red Rooster” brand ( n = 367). We first identify factors that may influence tourist decisions to book a holiday at a farm, which include the number of flowers (i.e., the red rooster quality-rating scheme), the type of accommodation, the distance to various leisure activities, and externalities related to agricultural practices. Second, the paper develops two hedonic models to estimate implicit prices for farm holiday accommodation rates. Specifically, the dependent variables are the prices paid by guests during the summer peak and low seasons. Independent variables are various accommodation attributes, the quality of food service, and the range of possible activities in the area surrounding the farm. The results of the study show that the red rooster quality-rating scheme (i.e., the number of flowers) and the quality of food services are highly significant and have a positive impact on guest willingness to pay. Farm types, such as fruit-growing and livestock operations, have a significant but negative effect on accommodation rates at least during the peak season, whilst wine production and organic farming display a positive influence on the accommodation rates during the low season. Implications for practitioners and policy-makers are discussed.

Suggested Citation

  • Katia Laura Sidali & Anna Spitaler & Günter Schamel, 2019. "Agritourism: A Hedonic Approach of Quality Tourism Indicators in South Tyrol," Sustainability, MDPI, vol. 11(13), pages 1-9, July.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:13:p:3747-:d:246817
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    References listed on IDEAS

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    Cited by:

    1. Wuxiang Chen, 2023. "Developing a Sustainable Business Model of Ecotourism in Ethnic-Minority Regions Guided by the Green Economy Concept," Sustainability, MDPI, vol. 15(2), pages 1-25, January.
    2. Bonfiglio, Andrea & Abitabile, Carla & Henke, Roberto, . "A choice model-based analysis of diversification in organic and conventional farms," Bio-based and Applied Economics Journal, Italian Association of Agricultural and Applied Economics (AIEAA), vol. 11(2).
    3. Miroslav Knežević & Aleksandra Vujko & Dušan Borovčanin, 2025. "Community-Centered Farm-Based Hospitality in Agriculture: Fostering Rural Tourism, Well-Being, and Sustainability," Agriculture, MDPI, vol. 15(15), pages 1-24, July.
    4. Kumar Bhatta & Yasuo Ohe, 2020. "A Review of Quantitative Studies in Agritourism: The Implications for Developing Countries," Tourism and Hospitality, MDPI, vol. 1(1), pages 1-18, October.
    5. Drago Cvijanović & Darjan Karabašević & Aleksandra Vujko & Svetlana Vukotić & Gabrijela Popović & Vuk Mirčetić, 2025. "The Future Is Community-Led: Rethinking Rural Tourism Sustainability Through the Bregenzerwald Model," Sustainability, MDPI, vol. 17(12), pages 1-24, June.
    6. Marius-Ionuț Gordan & Elena Peț & Gabriela Popescu & Ioan Brad & Anda Ioana Milin & Tabita Cornelia Adamov & Ramona Ciolac & Anka Roxana Pascariu & Tiberiu Iancu, 2022. "Factors Influencing the Accommodation Prices of Romanian Rural Tourism," Sustainability, MDPI, vol. 15(1), pages 1-22, December.
    7. Dora Isabel Rodrigues Ferreira & Luís Carlos Loures & José-Manuel Sánchez-Martín, 2023. "Spatial Analysis of Sustainability Measures from Agritourism in Iberian Cross-Border Regions," Land, MDPI, vol. 12(4), pages 1-32, April.

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