Abstract
Over the last four decades, changes in the agricultural production system (e.g., enhanced technologies, vertical and horizontal corporate integration), macro political contexts (e.g., selected subsidies, trade agreements), and overall society (e.g., globalized markets, urban sprawl) have been shaping the world agricultural context (Wilson 2008). Although those changes have impacted–and keeps impacting–world regions at different pace, farmers who are not willing or not able to jump into the new agricultural production mode are the most affected globally. As a result, many farmers have steadily moved away from farming or sought alternative ways of income diversification to keep their farm business afloat. Among the latter, agritourism–broadly defined as leisure, educational and recreational activities offered on working farms (Gil Arroyo et al. 2013)–is a salient diversification strategy. For example, just in the Northern Italian Region of South Tyrol around, 15% of the existing farms offer tourist services (Astat 2019). Furthermore, this form of farm enterprise has steadily grown over the years as more people seek rural experiences.