Authenticity and Product Geography in the Making of the Agritourism Destination. (July 2021)

• Record Type: Journal Article
• Authors: Andéhn, Mikael; L'Espoir Decosta, J. N. Patrick
• Is Part Of: Journal of travel research. Volume 60:Number 6(2021)
• Page Start: 1282
• Page End: 1300
• Publication Date: 2021-07
• Subjects: agritourism -- experiential authenticity -- destination branding -- country-of-origin -- product geography -- sustainable tourism; Travel -- Research -- Periodicals; Tourism -- Periodicals; Tourism -- Research -- Periodicals; 910.72
• DOI: 10.1177/0047287520940796
• Languages: English
• ISSNs: 0047-2875

Abstract

Agritourism is emerging as a common solution to sustain agriculture-based communities bereft of economic viability. Drawing from the intersecting literature of product country-of-origin and destination branding, we use a case study to show how agritourism in Messinia, Greece, creates and houses a multitude of meanings suitable for tourism consumption. The study highlights the challenge for the destination to sustainably convey experiential authenticity and interpreting its role in a greater product geography to sustain that capability. The agritourism destination must develop consistency in addressing the multitude of meanings it embeds while simultaneously addressing its stakeholders' divergent needs.