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Agriculture and tourism benefit massively from each other.
The landscape cultivated by farmers is a central motive for guests to travel.
Many farms still set their prices on the basis of outdated cost structures.
Farmers need to position their services more confidently in relation to tourism.
Summary of the study
In landscape research, there are different perspectives on how landscapes are viewed. This article focuses in particular on critical landscape research. This deals with the question of whether a landscape is an object or a social construction. The question of whether the power distribution of the potentials created by landscapes is distributed fairly among the various stakeholders is particularly interesting. The primary aim of this paper is to explore concrete ways in which different stakeholders can best benefit from landscapes. Secondly, regionality, sustainability and tradition should be better emphasized in various economic sectors. Data sets obtained using various market research tools play a role here. A key focus could be placed on the added value that the valorization of landscape can offer. Based on this, strategic decisions can be made that ensure the best possible output for the stakeholders and define economic potential for the small businesses involved. Another focus is on the implementation of important instruments for landscape and environmental management. Spillover effects as well as other aspects between tourism and agriculture are considered, general benefits of the landscapes for the farms and holidaymakers are analyzed and future research recommendations are defined. The analysis of the "valorization of offers of rural tourism businesses" for holidaymakers in the context of the diversity of the socio-cultural position of agricultural tourism serves as a central approach.
Core results of this study
Synergy through spillover effects: Agriculture and tourism benefit massively from each other, for example through the sale of regional products in the hotel industry or the use of agricultural infrastructure as leisure space.
High utility value of the cultural landscape: The landscape maintained by farmers is a central travel motif that offers tourists health benefits, stress reduction and unique experiences.
Potential in pricing policy: Many farms still set their prices on the basis of outdated cost structures; an orientation towards the subjectively perceived value by guests offers enormous profit leverage.
Demand for a fair distribution of power: Critical landscape research reveals unequal power relations; farmers should market and demand their services in landscape management more confidently vis-à-vis tourism.