Abstract
Agritourism is an increasingly popular form of tourism that entails visiting farms to engage in activities and gain insights into the farming way of life. This research explores the economic, social, and environmental dynamics of agritourism in the Tyrol-South Tyrol-Trentino Euroregion with a specific emphasis on the three distinct regional entities in Austria and Italy: the Austrian state of Tyrol (comprising North and East Tyrol) and the Italian autonomous provinces of South Tyrol and Trentino. It addresses two key research aims: uncovering regional distinctions among these Alpine provinces and understanding the motivations, challenges, and future plans of agritourism operators. A comprehensive review of existing literature frames the study, while data collection involves an online survey of agritourism farms in the region. Distinctive characteristics emerge, with Trentino emphasizing restaurant services, sustainability, and community engagement. South Tyrol prioritizes quality accommodations and work-life balance, while Tyrol aligns closer with South Tyrol's focus. Notably, economic factors exert a substantial influence on their motivations to embrace agritourism, underscoring their pivotal role in this context. Despite facing challenges such as “time management and labour,” “meeting visitors' expectations,” and “local permits and taxes,” most agritourism operators across the region display willingness to expand their activity in the future. Overall, agritourism in the study area is characterized by significant structural and operational differences resulting in different future public support and regulatory needs.