Tourism meets agriculture

The highly dynamic nature of the tourism industry, which is reflected in the continuous development of trends, requires players in the tourism sector to continuously adapt and innovate. Thus, developing a competitive advantage is of strategic importance for any rural tourism destination seeking long-term and sustainable success. In this particular case, collaborations and working relationships help to facilitate the development of a sustainable plan for a destination and generate benefits for the stakeholders involved. The mechanisms of cooperation (e.g. shared experience, shared know-how, trust, commitment) and the importance of sustainability influence their benefits.

Farm vacations are an initiative that is becoming increasingly popular. In addition to providing guests with relaxation, a farm vacation offers the opportunity to get to know numerous new activities and fields of work in life and work in the countryside. Farmers are increasingly deciding to give up their day jobs and focus on hosting guests on their farms. Cooperation between tourism and agricultural stakeholders plays an important role in rural agriculture and tourism.

This project focuses on different objectives. These range from (a) investigating the added value and potential of farm vacations (b) to researching the advantages and opportunities of cooperation between tourism and agricultural stakeholders (c) and identifying the forms of cooperation at destination level and the resulting difficulties.

The project consists of the following components:

The project ran from October 2019 to December 2021 and produced the following findings

Cooperation

• For farms, cooperation with tourism associations contributes significantly to the preservation of the landscape. In addition, the cooperation promotes the preservation of farms.
• Farmers also benefit from tourists staying in hotels in the region. In addition, the tourists on the farms have a positive influence on other industries in the region.
• Local products are particularly important for farm vacations, but they are also important for the regional hotel and restaurant industry. This is linked to the attractiveness and image of a destination
• There are various events in which farmers and tourism professionals work together, which focus on tradition and offer regional marketing potential.
• Cooperation between tourism and agriculture can support nature conservation and environmental protection, for example by guiding visitors (e.g. paths, fencing). This also gives nature enough space to develop.
• It is necessary to promote good cooperation between agriculture and tourism at the association level strategically (planning level) and operationally (farm level).
• The "Urlaub am Bauernhof" association should become more involved in the strategic planning of regional development. This is because "successful regional development" can benefit the entire rural guest accommodation sector.
• Innovations promote cooperation between agriculture and tourism. External knowledge, expertise, technologies and skills are crucial here. Good cooperation promotes new offers and has advantages for stakeholders.
• The lack of or poor communication between the cooperation partners is seen as problematic

Added value

• Added value for tourists is primarily created by the farm experience and participation in farm life as well as contact with the farming family.
• The preservation of tradition and the maintenance of the landscape are essentially supported by agriculture and should be valued as a core element of the tourism offer.
• Regular customers are a stabilizing factor. There is potential for acquiring new customers due to the increasing demand.
• Tourists are looking for sustainable offers and are prepared to pay more for them than is currently demanded in rural tourism.
• For most providers, the price is calculated on the basis of the business calculation, whereby a greater price elasticity in demand can be demonstrated. This results in a significant consulting potential for the UaB association and the coaching of farms.
• Price adjustments should be made once a year and additionally for each additional benefit.
• A good price is the biggest profit lever and is therefore more important than a good occupancy rate.
• A farm vacation has a lasting influence on the purchasing behavior of holidaymakers even after their stay.

Diversification

• One of the main reasons for diversification is the desire to maintain the farm by increasing household income.
• Farming families want to use their resources efficiently.
• Farm guest accommodation contributes to job creation within the family. In particular, the farmer's wife's job can be secured in this way.
• It is mainly women who contribute their labor to guest accommodation
• There is a noticeable increase in direct marketing due to the increased demand for regional products from tourists. As a result, important spill-over effects are recognizable through the combination of tourism and agriculture

Funding body:

Tourism Research Center Tyrol

Project partner:

• Mayrhofen-Hippach Tourism Association
• Vacation on a farm Tyrol
• Vacation on the farm Austria
• Province of Tyrol
• Tyrol Chamber of Agriculture