Analysis of economic factors and farmers' identity reveals challenges in agricultural diversification.
This manuscript investigates the key factors driving the diversification of agricultural production towards tourism and analyzes the impact of economic business aspects and farmers’ identity on this process. The study involved 420 farm owners from the Autonomous Province of Vojvodina. Factor analysis identified four main factors: motivation, resources, market conditions, and accessibility. Results show that the average monthly income of farmers is €1350, and they recognize diversification potential as a tool to improve the economic performance of their farms. However, the prevailing traditional farmer identity limits this process. This study provides insights into farmers’ attitudes towards sustainable agricultural diversification into tourism within the context of a developing country.
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Paunić et al. (2025) studied this question.
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