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Agritourism is promoted as a tool for rural revitalization in Japan. Farm inns are an example of agritourism and are run often by female farmers. They usually start a small family business to find a sufficient and comfortable way to make a living, with some of them focusing very little on profit and growth; they are lifestyle entrepreneurs. This article, based on multiple interviews conducted over several years with four female farmers and farm-inn owners—two elders and their daughters/granddaughters—focuses on the succession of farm-inn businesses from the older generation to the younger generation. A comparison of these different generations’ life stories shows that farm inns provide both generations with new identities as rural women, but in quite differing ways.
Ayumi Sugimoto (Sun,) studied this question.