Areas with low levels of transformation are alternative destinations for tourists who prefer to visit nonmassified places and have singular experiences. The benefits of these microdestinations are their local populations, traditional products, landscapes, and heritage, which, in turn, allow the cultural and gastronomic roots to be witnessed. Based on this assumption, the present research investigated landscape preferences in the Tejo/Tajo International Transboundary Biosphere Reserve (Portugal/Spain), where Dehesa/Montado and traditional olive groves play important economic and sociocultural roles. This investigation sought to compare the opinions of those who live there with those who visit the territory in terms of landscape and agritourism experience preferences. To this, 439 interviews were conducted, and the results were extracted through descriptive analysis techniques and parametric and nonparametric tests to understand the different opinions. The main results were that agricultural landscapes are among the most preferred, and visitors tend to give the landscape higher scores, while the local population has some ignorance of its potential. The potential of agritourism was revealed through the motivation expressed by the demand to participate in gastronomic experiences and have contact with local products, followed by participation in activities that allow people to enjoy the agricultural landscape and rural traditions. The results revealed that the agritourism concept is often confused with rural tourism and nature tourism. Thus, it is necessary to develop a strategy to support the tourism supply according to the concept of authentic agritourism. In this way, agricultural activity has an important role in driving sustainable tourism dynamics in cross-border regions and boosting new products based on the culture, nature, and biodiversity characteristics of a protected area.

Agritourism has been widely discussed in the literature. As the range of options for its interpretation increased, studies have come to focus their objectives on its systematization, evaluated with respect to the nature of the interactions between tourists and agriculture, the level of contact with agricultural activities, and the authenticity of the experience. Adding to this complexity is the association of agritourism with experiences related to the agri-food sector, as well as the typologies of accommodation. This research contributes to an improved understanding of agritourism based on evidence from a cross-border region between Portugal and Spain. We identify the links between agriculture and tourism by identifying different categories of agritourism activities via the application of geostatistical analysis. The main results highlight that landscapes, agricultural activities, and agri-food products have a positive influence in creating tourism products and services. Despite this result, passive agritourism activities prevail, such as tasting experiences, contact with endogenous products, enjoyment of the agricultural landscape, or on-farm entertainment. This reality highlights a gap related to authentic agritourism, pointing to the absence of or weak links to agricultural activities and weaknesses in the local “farm-to-table” channel. The grouping analysis results led to the creation of six homogeneous groups, three of which correspond to lodging establishments capable of creating agritourism. However, these groups represent only 39% of the supply. Given this reality, it is of utmost importance to implement policies that encourage tour operators to create agritourism products.

La actividad turística es una de las industrias más importantes a nivel mundial debido a los ingentes ingresos que genera. En torno al 25% del gasto total que realizan los turistas se destina a la alimentación, por lo que la agricultura es un pilar básico. Al mismo tiempo, puede considerarse como un recurso turístico, lo que aumenta su valor añadido en el conjunto del sistema turístico, especialmente en territorios rurales. Esta investigación parte del debate teórico referido a los paisajes agrarios y a la agricultura como recursos para el turismo rural, el agroturismo o el agroecoturismo. Concluye que existe un enorme potencial, que va ganando peso específico en la demanda turística mientras la agricultu ra renace en ciertas modalidades de turismo, a la vez que discierne sobre la disparidad conceptual dominante en la literatura.

There are different methodologies to assess landscape preferences, however there is no consensual methodology that can be replicated to identify their tourism potential. Recent studies have focused on agricultural landscape preferences due to their cultural characteristics. Although agricultural activity conflicts with the management models of natural protected areas, traditional models and sustainable practices reveal opportunities to boost tourism in this area, both for their aesthetic value, and for the opportunity to preserve biodiversity and maintain “lively landscapes”. The present study focuses on a double approach to collect data to measure the preferences for landscape typologies to realize outdoor/recreative activities in Tagus International Nature Reserve (TINR), among them, agricultural landscapes, such as the agro-silvopastural system “Dehesa/Montado” or olive grove. The preference of the landscapes were evaluated through photographs with pairwise comparison and without photographs observation, in which 174 respondents were consulted with. The different methodologies applied allowed for the extraction of different results, which led to the assumption that in fact there is no single methodology to assess preferences. However, the application of the analytic hierarchy process (AHP) methodology with photographical pairwise comparison allowed for the extraction of more robust results when considering attractions with tourism typologies, revealing that “Cultural tourism/Rural mixed” and “Agritourism” were the most valued. This information is pertinent to support TINR managers and local tourism promoters to plan and structure products and services based on button-up methodologies.

Agriculture, as a tourism product is based on a resource diversity that enables different uses and contributes to the development of rural areas. Particularly noteworthy is the collective heritage of rural areas, especially the agrarian and rural landscapes and the gastronomic specificities as the agri-food products and wine are inseparable from the local identity and culture. The opportunity to participate in agriculture activities and to bring farmers and tourists closer together may be viable with the implementation of an agritourism activity. However, this product should not be disconnected from the rural environment. This study is based on a systematic literature review and the main conclusions indicate some orientations for the Portuguese and Spanish reality.

This research aims to evaluate whether agritourism is a sustainable activity, comparing the profiles of accommodation, farmers, and accommodation with agricultural activities. Four specific objectives drive this study: (a) examining the cultural/landscape, economic, environmental, and social indicators of sustainability; (b) comparing indicators of sustainability between groups; (c) revealing whether there is a significant cross-correlation between spatial distribution and its impact on sustainability metrics; (d) discussing the significance of these factors for tourism development policies. The present study uses various techniques to study the degree of equilibrium in the distribution of the accommodation and farms in relation to their sustainable impact. To verify this, we use the global Moran’s I and G (d) tests proposed by Getis and Ord. As well as analyzing local contrasts, LISA (Local Indicators of Spatial Association) and Hot Spot analysis are used for mapping. The main results reveal different profiles of sustainability, highlighting the accommodation profile with the lowest contribution to sustainable development, while profiles where the relationship between agriculture and tourism is most visible seem to perform better. In general, the main results obtained suggest that there is no direct relationship between spatial distribution and sustainability inputs, excluding the potential of endogenous resources, and suggesting the existence of imbalances in the creation of agritourism products.