Rural tourism as diversification strategy: determinants and performance in Galicia

Abstract

Determinants and performance of diversification strategy have been approached frequently in the literature. Nevertheless, there are only a few studies that analyze the diversification in sectors where the impulse to diversify is not strictly economic, but political or social. Diversification of agricultural and farm activity towards the tourism in Galicia is a clear example. The aim of this paper is to determine the factors that motivate holders of farmers to initiating a strategy of diversification towards the tourism, as well as the dimensions of the managerial relevant results for the owners who diversify. Results of the analysis on a representative sample of rural tourism establishments of Galicia indicate the multidimensional and heterogeneity of the analyzed constructs. Social motivations acquire prominence, in the same way that subjective measures of performance related to the improvement of the environment and customer orientation.