Hof mit Aussicht – aber auf was? Potenzialanalyse der bäuerlichen Beherbergung als Diversifikationsstrategie abseits etablierter Tourismusregionen

Abstract

The declining profitability of traditional agriculture is forcing many farms to diversify, with agritourism in the form of farm accommodation already gaining ground in some areas outside the traditional tourist regions. In the study area of the central region, this raises the question of which target group can be addressed with farm accommodation outside tourist regions and whether high investment costs can be recouped even with low tourist potential. Furthermore, the high labor costs associated with accommodation are a factor that may not be compatible with the labor-intensive arable farming and pig farming in the central region. This work is divided into five main chapters, with the introductory chapter followed by the theoretical foundations of agricultural structure, diversification of agricultural businesses, the basics of tourism, definitions of agritourism, and insights into rural accommodation (farm holidays). This is followed by empirical research with expert interviews from two comparative regions, which includes methodology and an overview of the results. These results are discussed in the final chapter and the research questions are answered. Finally, the conclusion includes an appeal that arose from the expert interviews conducted. The results of this research show that agrotourism can also offer good potential for businesses as a diversification strategy outside of traditional tourist regions. It is important to analyze the region's potential target groups in detail and adapt the offering accordingly. Even in regions that are popular with tourists, there are not only positive aspects for local rural accommodation providers. Every region has its advantages that businesses can exploit, but also disadvantages that must be taken into account. According to the interviewees, there is definitely potential in the central region as well, thanks to business travelers and people passing through. However, internal factors such as openness and strong communication skills, as well as courage and self-confidence, also play an important role in achieving success in the agritourism sector. The classic image of a farm holiday is being replaced in the central region by modern arable and pig farming businesses. Diversification through farm accommodation, both in tourist areas and beyond, is therefore a strategy that helps businesses return to full-time operation or put vacant properties to long-term economic use.

Date of Award	2025
Original language	German (Austria)
Supervisor	Anita Deller (Supervisor)