Abstract
Abstract This work was developed as part of a study on the potential of agritourism in Baja California, Mexico, and had its origin in the discovery of great opportunities for economic development in rural areas with the use of alternative tourism. The main objective was to analyze the links of value along the chain of agro-tourism services, which allow increasing the attractiveness of tourism proposals in agricultural companies. To achieve this, tours of 100 ranches or agricultural companies were conducted in the San Quintín Valley, Baja California, as a case study. With the use of indicators and comparative interpretations of the photographs obtained, potential products were selected as tourist attractions. The way to increase the value of each identified link was discussed, and finally a proposal was made for a value chain for agritourism destinations, describing the set of primary and support activities to be considered for the whole proposed chain. It is concluded that the success of any agritourism product will depend on the differentiation of the business concept offered, the access to new markets, the articulation between the proposed links, as well as the development of skills of the human talent that participates in each link of the chain.
Highlights
The present study has the purpose of contributing to the generation of value in agro-tourism developments and Alternative tourism considers all those tourism products that differ from mass or sun and beach tourism by offering original attractions for recreation, rest, and fun
Under the assumption that it is feasible to increase, group, and coordinate the elements of tourism value in agricultural ranches, this study aimed to explore, obtain, and characterize a representation of a value chain model in agritourism
Any agritourism product that is undertaken can only generate value if it is designed as a novel concept and tailored to the requirements of national and foreign tourists (MoralesZamorano and Camacho García 2019)
Summary
The present study has the purpose of contributing to the generation of value in agro-tourism developments and Alternative tourism considers all those tourism products that differ from mass or sun and beach tourism by offering original attractions for recreation, rest, and fun. In addition to offering the rest, tranquility, and security that the tourist is looking for, you can offer fun, knowledge, emotions, culture, and typical and natural culinary arts incomparable under a context of agricultural activities The latter, according to their definition, involve productive processes in agriculture, livestock, fisheries, and aquaculture, as well as the use and sustainable care of forests. In this regard, it has been affirmed that there is an important tendency of tourism to increase in rural areas, because it shows a growing interest in living experiences in places far from traditional tourism (Hernández Mogollón et al 2013). There are intangible benefits that the owners of agricultural ranches provide to
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