The rôle of entrepreneurs in promoting agricultural tourism: prospects and challenges

Abstract

This study aims to explore the integration between the tourism and agriculture sectors from the perspective of entrepreneurs, focusing on the available opportunities and existing challenges within the context of contemporary economic and social transformations. It examines agritourism as a model for diversifying income sources in rural areas and enhancing their sustainability. The study employs an analytical approach based on a review of academic literature and case studies to construct a comprehensive framework for understanding this integration. Emphasis is placed on highlighting the role of entrepreneurship as a driving force for activating integrated projects, particularly agritourism, which can be an effective and pivotal tool in achieving sustainable rural development in its economic, social, and environmental dimensions. The study concludes that these projects are important for entrepreneurs in creating new sources of income and strengthening local value chains, despite the operational, marketing, and regulatory challenges that entrepreneurs may face