engleski

Agritourism products differentiation - entrepreneurial opportunities based on comparative advantages

Agritourism, as a form of economic activity, has an important multifunctional meaning in the socio- economic position of micro and small agricultural entrepreneurs as well as in local, regional and national economic development. Internally, creative and innovative agritourism products based on comparative differences are recognized by the tourism demand as new adventures and experiences. At the same time, externally the pandemic and economic crises are reducing the mobility of the population, which makes agritourism a more attractive choice compared to some remote and more expensive destinations. The dynamics of life, complexity of work and a lack of time to rest are influencing the growth in demand for shorter, closer and more frequent trips and excursions. The aim of this paper is making guidelines, as entrepreneurial opportunities based on comparative advantages, for the creation of agritourism products which arise by differentiation. The guidelines for the differentiation of agritourism products arise under the influence of the growth in demand in the tourism market, which has changed under the influence of dynamic processes of socio- economic development. Demand has been transformed from a rustic scheme into: 1) Multifunctional 2) Multidiversified, 3) Mobile and 4) Modern → 4M scheme, and therefore adjustments to the agritourism offer are necessary. The process of differentiation creates products that are different from the competitions. This research contributes to the design of guidelines in the development of agritourism products which implies the application of creativity, innovation and entrepreneurship based on the endogenous resources of the destination and its comparative advantages.

agritourism, product differentiation, diversification, entrepreneurship, competitiveness

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