Family-Centred Motivations for Agritourism Diversification: The Case of the Langhe Region, Italy

This paper examines the motivations underlying family wineries' decisions to diversify into agritourism. Empirical evidence is provided by a sample of North Italian family wineries that have recently engaged in agritourism. While the majority of studies have adopted an economic-noneconomic dichotomy approach when examining the motivations for agritourism diversification, this paper highlights the limitations of this approach, outlines the complexity of motivations and argues for the need to take the family context into account. Drawing on the socioemotional wealth (SEW) framework, we offer a conceptual model and derive a set of propositions to show how family owners' motivations for agritourism diversification are primarily driven by family-centred goals. This paper thus contributes to a better understanding of diversification in general, and of farming families' motivations for agritourism diversification in particular. Practical implications at the European and regional level are discussed.