Value chain for agritourism products

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, andfinally 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.