Economic Mechanisms and Marketing Models for Commercializing Agrotourism Services under Urbanization Conditions: A Global Perspective
Keywords:
Agrotourism, urbanization, commercialization, agricultural diversification, rural tourism, marketing models, experience economy, authenticity, place branding, rural development, consumer behavior, tourism economics, value-added services, multifunctional agriculture.Abstract
Rapid urbanization in both developed and developing countries has created new dynamics in agriculture, tourism, and rural development sectors. Agrotourism—defined as tourism activities conducted on farms and agricultural environments—has emerged as a complementary income model for farmers while serving new consumer demands for authentic nature, food, and cultural experiences. However, commercialization of agrotourism services remains uneven across global regions, and the economic mechanisms driving market-based sustainability are insufficiently described in current literature. This study examines the economic, marketing, and institutional mechanisms influencing the commercialization of agrotourism services under conditions of intensified urbanization.
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