Sustainable Marketing of Agro-Tourism: The Socio-cultural Perspective

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International Journal of Health Management and Tourism
Volume:9 Issue:3
Sustainable Marketing of Agro-Tourism: The Socio-cultural Perspective

Sustainable Marketing of Agro-Tourism: The Socio-cultural Perspective

Authors : Deepak Chhabra, Cary Dewland

Pages : 320-345

Doi:10.31201/ijhmt.1557458

View : 47 | Download : 32

Publication Date : 2024-11-27

Article Type : Research Paper

Abstract :Agricultural tourism has emerged as a niche tourism phenomenon and its demand has soared across the globe. This paper focuses on the socio-cultural sustainability of agro-tourism. Key socio-cultural dimensions, social capital and authenticity, are examined based on a purposeful sample of spatially dispersed farms in the US. The study results illustrate that agrotourism holds tremendous potential to strengthen and promote local food systems by promoting traditional ways of farming, particularly objective and negotiated dimensions of authenticity, social cohesion, trust and reciprocity. Marketing strategies promoting socio-cultural consumption of agro-tourism are suggested.
Keywords : authenticity, social capital, sustainability, agro tourism, and farms

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