engleski

Agritourism–opportunity and potential for the sustainable development of rural destinations

Agritourism development refers to economic activities carried out in a rural area. Most often it is linked to supplementary activities on farms and yields results that have not yet been fully investigated and are not comprehensively measurable. Given that agritourism is developing as a relatively new business opportunity providing a source of income for entrepreneurs, the study focuses on the elements of agritourism operations, with special emphasis on tapping potential for long-term sustainability. The primary purpose of this paper is to present the current state of entrepreneurship in the rural areas of Primorje- Gorski Kotar County (PGKC), while focusing on the role and importance of family farms. Accordingly, the paper analyses the structure and characteristics of agritourism entrepreneurs ; the offering of products and services provided, by type of facility in rural tourist destinations ; entrepreneurial motivations, and development opportunities for the future. The methodology used for the needs of empirical research is tie to: a) the conducted analysis of the business performance of family farms in PGKC, approved for providing hospitality services, and b) the analysis of previous studies on entrepreneurs operating in rural regions. Research was carried out using the interview method and a previously designed questionnaire. Research results indicate that the conducted study reveals additional room to implement new development opportunities, stronger entrepreneurial networking and more efficient use of financial aid, while respecting the sustainable development of rural areas, thus bringing benefits for residents and enhancing market competitiveness. The contribution of this paper is seen in the authors’ suggestions and guidelines to strengthen the integration of entrepreneurs, as a vital factor of rural tourism development, and open up opportunities for boosting overall development and competitiveness, adjusted to the specific features of individual rural destination.

Agritourism ; family farms ; sustainable development

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