This study focuses on how traditional rural landscape and proximity to a Natura 2000 Site of Community
Importance (SCI) might influence consumers’ choice of an agritourism farm for a weekend stay. Data were
collected in Umbria region’s (Italy) agritourism farms in 2014 by interviewing 160 tourists. Results from a
discrete choice experiment reveal that the most important feature affecting the interviewees’ propensity to
pay a premium price to stay in an agritourism farm is the well-preserved traditional landscape (willingness to
pay 32.32€/night for two people), followed by the availability of a swimming pool (willingness to pay 20.95€/
night for two people), the proximity to a historical village (willingness to pay 18.37€/night for two people) and,
the location in a Natura 2000 SCI (willingness to pay 13.57€/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.
Authors and Publishers
The German Chapter of the International Association of Landscape Ecology (IALE) connects landscape researchers, planners, and other interested persons to support a scientifically and planning-related sound development of human-environment relations. IALE-D supports scientific principles of landscape science and sustainable landscape management, their application in practice, as well as the communication of landscape ecological questions.
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