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Über dieses Buch

This book will be a valuable source of information for those concerned with rural and farm tourism, sustainable tourism and the marketing of "Calibri">local gastronomy. It presents cases with an international and interdisciplinary approach in order to provide ideas for strategic perspectives in tourism studies. Furthermore, for the first time the complex fields of rural and food tourism are examined from an international (Italy and Germany) viewpoint. This book explores ways in which gastronomical heritage (i.e., regional food, organic food) can be incorporated in rural tourism (above all farm tourism) and development policies as well as in new avenues of research e.g., sensory marketing, online marketing) in order to enhance sustainable practices both in the tourism and in the agri-food sector. Overall, the book presents an overview of benchmark practices for professionals (associations of rural tourism, farmers, etc.), while offering scholars a well-founded source to refer to in order to gain up-to-date insights into the state of the art of studies on rural and food tourism.



Farm and rural tourism


A sideways look at farm tourism in Germany and in Italy

Katia L. Sidali

Perspectives of emotional food communication for farm operators

Nina Stockebrand, Katia Laura Sidali, Achim Spiller

Policy options for sustainability. a preliminary appraisal of rural tourism in Romania: the case of Maramureş

Francesca Regoli, Matteo Vittuari, Andrea Segrè

From agricultural to rural: agritourism as a productive option

Rossella Bianchi

Food, wine and tourism


Educational farms in the Emilia-Romagna region: their role in food habit education

Maurizio Canavari, Carrie Huffaker, Rossana Mari, Domenico Regazzi, Roberta Spadoni

Food and tourism: the role of the “Slow Food” association

Stefano Buiatti

Opportunities of cooperative marketing using the example of the wine region Saale-Unstrut

Axel Dreyer, Juliane Müller

Schätzel Vinery – Tradition 2.0

Kai Schätzel, Ludwig Arens, Jan Schätzel

New avenues of research: online marketing and sensory marketing


Institutional isomorphism and adoption of e-marketing in the hospitality industry: a new perspective for research

Amos Gyau, Randy Stringer

E-Business horizons in the tourism industry -Challenges for research and practice

Matthias Fuchs, Wolfram Höpken

The Risk™ strategic game of rural tourism: how sensory analysis can help in achieving a sustainable competitive advantage

Cristina Santini, Alessio Cavicchi, Maurizio Canavari

Sensory marketing research - Identification of the ideal sensory product profile

Andreas Scharf


The preceding contributions have revealed different “realities of farm and rural tourism” as well as multiple possibilities of its interweaving with other forms of tourism such as culinary tourism as well as other aspects of experiencing “nature” and “agrarian life” such as on educational farms. This final chapter explores the extent to which these themes can be placed in a contextual landscape to enhance further empirical research. The conceptual framework that we are going to introduce focuses on individuals’ consumption patterns and shows how these shape the nature of farm tourism. At first glance the relationship between farmers and tourists, which is the core of farm tourism, appears to be based largely on contrasts. For instance, Getz, Carlsen and Morrison (2004) stress that farming is “supply-driven”, whereas tourism is “market-led”. Furthermore, farmers travel the least, rural tourists on the contrary travel very frequently. Henceforth, market and consumer orientation is a difficult goal to reach.

Katia L. Sidali
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