The attention of researchers on agritourism has been increasing in the past few years, due to its multiple socio-economic advantages. Despite the augment of international research on the topic, the research and knowledge available in connection to agritourism in Denmark is scarce.This study investigates agritourism in Denmark from the Danish visitors’ perspective. The aim of this research is to identify which factors influence the perceived value that Danes have of agritourism farm stays in Denmark, and how it influences the willingness to stay at these farms. Data were collected among Danish citizens, through a survey, both online and via physical distribution.The results showed that perceived value is a significant predictor of Danes’ willingness to stay at agritourism farm stays in Denmark. Furthermore, heritage value, perceived authenticity and destination brand image are identified as factors influencing perceived value. The results of our research produced relevant theoretical implications, along with new knowledge that can be exploited by Danish agritourism service providers to improve the success of their agritourism business.
|Uddannelser||Cand.soc.sm Service Management, (Kandidatuddannelse) Afsluttende afhandling|