The Value of Traditonal Rural Landscape and Nature Protected Areas in Tourism Demand: A Study on Agritourists’ Preferences
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