The role of agritourism in heritage preservation

This study examined the linkage between agritourism and heritage preservation by assessing the occurrence of and farmers' motivations for preserving tangible heritage in their farmlands. Results show that agritourism farmers are preserving tangible heritage in their farmlands, mainly driven by intrinsic motives. Farmland, farmer, and agritourism attributes are significantly associated with motivations driving heritage preservation. Study results suggest that although agritourism appears to be an adequate tool to preserve tangible heritage, farmers are missing the opportunity to economically gain from these resources, which may jeopardise the sustainability of their conservation efforts. This study not only advances the incipient understanding of the agritourism−heritage link, but identifies additional issues of this relationship that need to be investigated further.