Affiliation:
1. Federal Institute of Agricultural Economics Rural and Mountain Research Rural Sociology and Library Vienna Austria
2. Longwood University College of Business and Economics Farmville Virginia Farmville USA
3. Sustainable Agriculture Food and Rural Development Valenzano Italy
Abstract
Abstract
The farm holiday has the potential to rebound faster following the COVID-19 pandemic than many other forms of tourism. This potential is due to two elements that are abundant in the location of holiday farms: fresh air and sunlight. This conceptual paper synthesizes various streams of research that illustrate how fresh air and sunlight can improve both actual and perceived salutogenesis. This paper then offers a series of recommendations that farm stay venues can adopt in order to, explicitly and implicitly, infuse fresh air and sunshine elements in their marketing messages. Furthermore, there is potential in designing marketing messages for farm holidays that demand further research activities, continuous information and awareness raising.
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