Abstract
This chapter discusses sustainable alternatives in agrotourism using examples of good practice on tourist farms in Slovenia. Through a literature review, the authors examine the concepts related to sustainable alternatives in rural tourism and provide an overview of agrotourism in Slovenia during 2022–2023. The empirical research provides a broader summary of the field observation research. It reveals that wellness offerings are present on the observed tourism farms with accommodation and have the potential for agrowellness development. Additionally, the authors conducted semi-structured interviews on four tourist farms to determine the awareness level of the owners about sustainable agrowellness offer and its importance for sustainable rural development. These results provide an opportunity for further research in the context of the tourist's perspective on agrowellness offerings and the local population's awareness regarding sustainable rural wellness alternatives.
TopLiterature Review
According to the Global Wellness Summit (GWS, 2023), wellness drives economic growth. It creates jobs and facilitates the development of small businesses; promotes locally sourced goods, products, and product brands; helps to empower women and benefit families; supports wellness; protects natural and cultural heritage; engages in environmental protection; and helps to reduce the challenges associated with tourism. Economic growth, social inclusion, and environmental protection are the essential elements of individual and societal well-being, as outlined by the United Nations in its 17 Sustainable Development Goals (SDGs) (UN, 2023). Wellness tourism, a fast-growing sector of the tourism industry, is a subindustry of health tourism (Smith & Puczkó, 2016). It involves tourists traveling to reduce the stress related to everyday life and rejuvenate themselves without medical intervention and supervision. These tourists usually have no specific physical ailments; however, they are interested in enjoying the healing nature of other areas and using the natural resources available at their destinations. These resources, such as a favorable climate, hot springs, and the unspoiled nature of rural areas, are available to tourists for relaxation (Esfandiari & Choobchian, 2020). Generally, wellness tourism strikes a balance between mind, body, soul, and biological health (Dini & Pencarelli, 2021). In particular, wellness services have attracted considerable attention in recent years using the specific characteristics of hydrotherapy and healthy lifestyles (linked to exercise and relaxation, quality meals, and enjoyment of nature, landscapes, and local cultures). This new sector of the tourism market offers opportunities for the development of rural areas. As wellness tourism often occurs in rural areas, it can be considered as rural tourism. However, the question persists if rural tourism can be considered as a form of wellness or well-being tourism? Rural tourism usually refers to tourism outside densely populated areas or tourist centers. In some countries, the term agritourism is synonymous with rural tourism, while rural tourism is synonymous with nature tourism, or at least travelling in nature, in other countries (Pesonen & Komppula, 2010).
The key to unlocking the potential of wellness tourism is to design and establish customer-oriented tourism products customer-oriented and meeting visitors’ needs and expectations that revitalize depressed rural areas. This requires a better understanding of the structure of visitors' preferences and desired characteristics of wellness offer. It is necessary to consider the different characteristics that constitute the structure of wellness tourists’ preferences, such as the duration of the visit, main motive for the trip, season in which the trip will occur, type and focus of the wellness activity, and additional benefits of wellness tourism including the development of human resources and environmental sustainability (Ekonomou et al., 2023). The final step is to determine the willingness to pay for these desired qualities. Thus, wellness tourism combines agrotourism by offering holidays in nature and a choice of tourist farm with accommodation, enabling tourists to acquire a healthy lifestyle, thereby taking care of their health and appearance. Wellness activities on tourist farms are basic and closer to natural and outdoor activities. Movement in fresh air and relaxation in the woods do not need the infrastructure of beauty and relaxation treatments in spa centers (Rančić et al., 2013).
Key Terms in this Chapter
Agrowellness: The term has not yet been sufficiently embedded in scientific literature. Studies on the motivations of tourists in rural areas and agri-tourism have identified the search for well-being on rural holidays, which is also the basis of wellness. The term presents a holistic approach to offering wellness on farms.
Complementary Activities on the Farm: Complementary activities on the farm are defined as catering or non-catering activities, and can provide additional income for the owners alongside their main farming activities.
Farm Tourism: Farm tourism is one of the complementary activities for the farmer, where the farmer can offer tourists a stay in authentic accommodation, locally produced food and drinks, and other non-catering activities.
Specialization in Well-Being: This is a label awarded in Slovenia by the Chamber of Agriculture and Forestry of Slovenia if the farm meets certain conditions, such as a peaceful environment, sustainable resources, and various activities for well-being..
Rural Wellness: A term that promotes the health and wellness of people living in or coming to rural areas so that they can identify effective strategies to overcome poor lifestyles and share opportunities to connect in a rural community.
Wellness Tourism: This term brings together two major branches of the tourism and wellness industry, where tourists expect to be able to continue their lifestyle while travelling or on holidays.
Agrotourism: The term is often associated with rural tourism, meaning that a tourist coming to the countryside wants to get in touch with a farmer and help him with farm chores, to integrate into the local environment while benefiting from accommodation on a tourist farm.