Agrotourism as a form of service development in rural areas

Размещено на http://www.allbest.ru/

Agrotourism as a form of service development in rural areas

Агротуризм как форма развития сервиса в сельских регионах

Agnieszka Brelik

Агнешка Брелик

В статье исследуется агротуризм как одна из сфер услуг в сельских районах. Агротуризм является важной частью развития сельских районов. Представляется важным также развитие родственных отраслей - торговли, общественного питания, переработки пищи и народных ремёсел. В сельском хозяйстве в наши дни происходит много перемен, включая изменение количества, размера и характеристик ферм и ранчо. В статье указывается количество агротуристических ферм в Польше по воеводствам.

The paper presents Agrotourism as a form of service development in rural areas. Agritourism was presented as an important part of rural development. Also as the development of related industries in this connection - trade, catering, food processing, handicraft folk. The world of agriculture is currently undergoing many changes including the number, size and characteristics of farms and ranches, number of agrotourism farms in Poland with special regards of voivodeships were presented.

agrotourism rural area

Introduction

Modern tourism is a very important factor in the socio-economic and cultural segment. In many countries income from tourism sector is an important component of gross domestic product. It is estimated that in Western countries 40-60% of farmers get a larger share of income from nonagricultural sources, in which agritourism began to be the main role. Agritourism is also an important part of rural development. Sales of rural tourism service is not just a profit for the farmers, but the development of related industries in this connection - trade, catering, food processing, handicraft folk. The world of agriculture is currently undergoing many changes including the number, size and characteristics of farms and ranches. A growing number of farmers, especially small-scale farmers, are moving away from the traditional methods and scale of crop and livestock production as this has become unprofitable. Instead, they are increasing their household incomes by incorporating non-agricultural enterprises into their farms or through off-farm employment, as has been reported (Jуhannesson et al. 2003). Family farmers engaged in agrotourism gains new skills and learning entrepreneurship. Country is to provide not only agricultural products but also to develop, create new jobs, and thereby reduce unemployment. Job creation is an opportunity for others who do not want to be farmers, but their futures are associated with life in the countryside.

According to Yague and Perales development of on-farm diversified enterprises is, in turn, encouraged by visits to rural areas in developed countries, which, although this is not a new phenomenon, has significantly increased since the 1970s (Yagьe Perales 2002).

Every farmer who decides to accept visitors, must be aware that this form of recreation may not be in conflict with environmental protection. Therefore, agro-tourism project should go in the direction of minimizing the environmental changes.

Developement of agritourism in Poland

Currently a very dynamic development of tourism is observed. Tourism integrated into the rural landscape requires a balance between the needs of local communities, tourists and the landscape. Governments and economic and community development agencies throughout the world are searching for ways to promote sustainable rural development through locally created wealth and a diversity of profitable enterprises that are less affected by the cyclical nature of the economy. Agritourism is one way to accomplish this. Since it is incremental, uses existing resources, is unobtrusive and is typically environmental friendly. Agritourism also has other benefits that extend beyond the farm, including strengthening local networks, culture and traditions (Ventura and Milone 2000), providing economic gains to local businesses, because visitors usually engage in recreational and shopping activities in surrounding communities (Fleischer and Pizam 1997; Busby and Rendle 2000), developing local communities in sociocultural ways (such as by repopulation and improving public services) and protecting and improving the natural and built environment (Sharpley 2002). Agritourism development can be successfully integrated into local economies, environments and rural lifestyles without a significant negative disruption. By adopting a set of guiding principles for a sustainable approach to tourism, local communities may seek to maximize the benefits of its development while minimizing costs Wicks and Merrett (2003). Guiding principles of sustainable tourism can be developed at different sides, covering the principles of environmental, social rules, principles and cultural heritage, and economic principles (table).

Table. Principles of sustainable tourism

Poland is a large agricultural country with a typical rural landscape, one of the last in Europe. The villagers kept their part of the customs and rituals, and a large area of our country's influence in addition to significant differences in the various Polish regions.

These values, although often not noticed by the villagers themselves, are the attractions for residents of cities, tourists from home and abroad. Poland also has a very rich culinary heritage. This was due to regional differences in both the country and its history and cultural influences of neighboring countries. The richness of this, unfortunately, forgotten and it is not working in the awareness of both the Polish people working in cultural heritage and economic development of regions. According to data of the Institute of Tourism, in 2007, in rural areas worked 7345 agritourism holdings with 71330 guests places (map).

Map. Number of agritourism farms in Poland

Source: http://www.igipz.pan.pl/zpz/zbtow/Banski_Atlas/11_Agroturystyka.pdf data: 24.11.2011 r.

Agritourism is best developed in the mountain and lake regions, in particular in Karpaty and Pojezierze Mazurskie. In voivodeships: maіopolskim, podkarpackim i warmiсsko-mazurskim Lesser Poland, is located approximately 40% of all agritourism farms in Poland. However, such objects are found throughout the country, including in the areas of non-typical tourist regions.

Tourist services refer both to the individual tourist service (material needs, such as communications, lodging, meals), and his personality (the spiritual needs, such as cultural-entertainment). Tourist product is a package of tangible and intangible assets including:

- attractions and destination environment: natural attractions, man-made attractions, cultural attractions, social, infrastructure and services;

- destination, including accommodation, catering facilities, transport in place target, active recreation, other services,

- the availability of accommodation, including road infrastructure, equipment, image and perception;

- destination; - price to the consumer.

The agro-tourism package is part of the active farm, livestock, manufacturing processes, equipment, holding its surroundings, and even the people who live there and work. Even if it is valid for travel in comfort and tasty, healthy food, then they are not elements of such importance that in themselves constitute sufficient motivation to choose a vacation destination. These elements are gradually improving. Standard of accommodation and meals served is constantly rising.

Accommodation in unusual circumstances, excellent regional cuisine may indeed be an attraction in itself, but they are not frequent situations are usually not the only motivation for the choice of place. Each region or city wants to attract and retain visitors should offer some attractions. Important is that they have unique attractions, unique character, which makes the tourists choose it, and no other place. Specificity of the product and its agritourism different from other products on the market behavior arises from the fact that components are not only good, but to a large extent the service.

The condition of the product market success is its ability to meet specific needs. Product Purchase must therefore ensure that purchasers of certain benefits. For this reason, the product is sometimes defined in terms of marketing as a source of benefit to the buyer. Various ambitions, tastes and preferences, make object exchange transactions by participants sometimes perceived differently. For the seller the product is always something to be profitably sold. Buyer's motives are very different. Mostly he guided in their choice of product characteristics that make up the so-called. core benefits. Modern companies therefore do not offer "pure" product, but a set of utilities, which consists of information, brand, opportunity to buy at a specific location, time, and others [1].

Looking at the ranch product, you will notice that it has certain characteristics associated with place of occurrence, owned tourist values and the person providing services, it is also characterized by the values associated with the specificity of the rural environment (culture, folklore). One of the basic elements of agritourism products are tourist attractions, both natural (natural) and anthropological (monuments, architecture, museums, open-air museums, exhibitions). In general, greater importance is attributed to natural advantages or recreation, which are more sought after by tourists. Agritourism services besides accommodation need also to provide the attractions that tourists will "blend" but that part of a traditional rural lifestyle.

Conclusion

Agritourism services besides accommodation need to provide the attractions that tourists will "blend" but that part of a traditional rural lifestyle. A particular element of agritourism, which distinguishes this form of services provision is the fact that starting agrotourism activities people expect changes in their family life. Preparing your house to invite tourists, starting with advertising activities, preparing their home to strangers who need to feel welcome in it. Close contact between provider and recipient and often also between their families. Shared accommodation under one roof, the use of some facilities, equipment, and sometimes shared meals, play games, discuss and exchanges of experiences. That's all the specific elements that tourists will not find in a hotel or a cottage (Altkorn 2000) [11].

All kind of activities related to tourism is in some way dependent on the weather. In the case of agritourism, this relationship is very important. Weather conditions are often unpredictable, may effectively hinder, and sometimes even prevent the provision of services for tourists. This includes special items such as rallies tourism product, sleigh rides, tours, rallies. The main role is also weather forecasting, especially this relates to long-term forecasts. Since the majority of offers booked in advance is useful predictions can be a significant determinant of demand or vice versa.

A unique feature of agritourism is also very rapid development of this industry. High rate of growth will increase competition, and growth requirements of potential customers. Coping with competition and customer expectations requires continuous improvement, the tourist, a package of services, but also their skills. Implementation of all these requirements, makes tourism in its specificity as a project with quite a high level of effort, especially when starting up this kind of activity.

Another aspect of tourism resulting from the specificity of this restriction because of the location and surroundings. Not all rural areas are attractive for tourism, not every farm is suitable for guests admitted, this is particularly specialized commercial farms. It is difficult to "sell" holding up the offer that best meet the expectations and wishes of travelers, if not close to additional attractions (monuments, the possibility of practicing sports, viewpoints, marked hiking trails, biking trails, boat rentals, bike rentals, facilities catering). Agritourism is a sector in which some elements can not be replaced by anything else. It is impossible to always search for substitutes for a clean environment and beautiful landscape. Therefore we can say that this form of activity is abundant in the factors on which a provider shall not be affected.

Agritourism is a specific form of tourism activities requires a lot of commitment, expertise and skills. Meeting the challenges posed by this activity is often not easy, it takes a patience, training and experience. This is the area where the project counts vision and consistency in its implementation.

Literature

1. Altkorn, J. Podstawy marketingu, Instytut Marketingu / J. Altkorn. - Krakуw, 2000.

2. Busby, G. The transition from tourism on farms to farm tourism. Tourism Management / G. Busby, S. Rendle. 2000, 21 (6), pp. 635-642.

3. Fleischer, A. Rural tourism in Israel. Tourism Management / A. Fleischer, A. Pizam. - 1997. - 18 (6), pp. 367-372.

4. Jуhannesson, G.P. Coping with social capital? The cultural economy of tourism. Sociologia Ruralis / G.P. Jуhannesson, U.D. Skaptadуttir, K. Benediktsson. - 2003, 43 (1), pp. 13-16.

5. Yagьe Perales, R.M. Rural tourism in Spain. Annals of Tourism Research / R.M. Yagьe Perales. - 2002, 29 (4), pp. 1101-1110.

6. Ventura, F. Theory and practice of multi-product farms: farm butcheries in Umbria. Sociologia Ruralis / F. Ventura, P. Milone. - 2000, 40 (4), pp. 452-465.

7. Wicks, B.E. Promoting rural development through agri-tourism. Rural Research Report / B.E. Wicks, C.D. Merrett. 2003, 13 (9), pp. 1-8.

8. Source: http://www.igipz.pan.pl/zpz/zbtow/Banski_Atlas/11_Agroturystyka.pdf data: 24.11.2011 r.

9. Sharpley, R. Rural tourism and the challenge of tourism diversification: the case of Cyprus. Tourism Management / R. Sharpley, 2002, 23 (3), pp. 233-244.

10. Wicks, B.E. Promoting rural development through agri-tourism. Rural Research Report / B.E. Wicks, C.D. Merrett. 2003, 13 (9), pp. 1-8.

Размещено на Allbest.ru