Abstract
This study is based on data collected at a sample of agritourism located in South Tyrol (Italy). Though a probabilistic modelling, based on a cluster and a PCA it is possible to investigate the determinants that influence the probability to choose one of the two types of agritourism. The results show that motivations related to nature and authenticity positively influence customers’ choice of a farm that engages in the tourism activity. However, perceived negative externalities negatively influence the choice of this type of farms.