Agritourism Development Model In Digital Economy

Abstract

The topicality of the study arises from the need to promote agritourism as an important import substitution. Agritourism itself is a way of addressing important socio-economic challenges of rural development. The Strategy for Development of Tourism in the Russian Federation till 2035 highlights the main directions of digital development in tourism. Agritourism is a form of rural tourism and involves development of a tourist product based on the existing agro-industrial enterprise. The authors must note that there are literally no papers describing digital technologies in agritourism. The goal of the paper is to assess the level of adoption of digital technologies in development of a tourist product in agritourism. The authors propose a special assessment model. We also used interview and scoring as evaluation methods. The assessment model was tested in two constituent entities of the Russian Federation (Leningrad region and Kirov region). We interviewed the owners of those guest houses and farms that form a tourist product in agritourism. The study let us identify digital technology adoption at development, promotion and sales stages of a tourist product. As a result, Kirov region has a low level of digital technology adoption, while Leningrad region has an average one. In general, digital technologies are adopted more in guest houses in Leningrad region rather that in Kirov region due to increasing competition and target audience that makes a greater use of digital services. The results of the study will be useful for agritourism managers. They will be able to identify aspects to improve in order to make a resulting tourist product more competitive. Federal and regional executive authorities may consider certain conclusions of the study (including the principles of sustainable development) when implementing the objectives of the Strategy for Development of Tourism in the Russian Federation till 2035.