Agro-tourism is another alternative form of tourism extension of ecotourism, which encourages
visitors to experience nature-based lifestyles through spending time in rural areas with their friends
and families releasing tensions (Mamula Nikolic´ et al., 2021)
Mamula Nikolic´, T., Pantic´, S.P., Paunovic´, I. and Filipovic´, S. (2021), “Sustainable travel decision-
making of Europeans: insights from a household survey”, Sustainability, Vol. 13 No. 4, p. 1960.
1. Antecedents of Green Consumption Behavior
Carbon Mitigation Attitude: A positive attitude towards reducing carbon emissions significantly
influences agro-tourist visit intentions(Hasan, 2023).
Energy Saving Norms: Norms promoting energy conservation are crucial in shaping consumer
intentions and behaviors in agro-tourism(Hasan, 2023).
Perceived Hygiene Value: The perceived cleanliness and hygiene of agro-tourist spots enhance
visitors' intentions to engage in agro-tourism(Hasan, 2023).
Implications for Sustainable Development
Community Engagement: Agro-tourism can serve as a platform for community involvement,
promoting local culture and sustainable practices(Hasan, 2023).
Economic Benefits: By attracting eco-conscious tourists, agro-tourism can stimulate local economies
while fostering environmental sustainability(Hasan, 2023).
Conversely, while TGCB provides a framework for understanding green consumption in agro-
tourism, it is essential to consider the potential barriers, such as lack of awareness or accessibility to
eco-friendly options, which may hinder the adoption of sustainable practices in tourism.
Hasan AA. Theory of green consumption behavior (TGCB): a case of agro-tourism for sustainable
communities and cities of future Bangladesh. Consumer Behavior in Tourism and Hospitality. 2023
Aug 15;18(3):351-72.
3.
5 RED
6. The revitalization of villages in Albania significantly supports sustainable agritourism by enhancing
local resources, promoting entrepreneurship, and preserving cultural heritage. This approach not only
attracts visitors but also empowers local communities, creating a symbiotic relationship between
tourism and rural development. The following sections elaborate on key aspects of this phenomenon.
Socio-Economic Impact
The "100 villages" project has increased visitor interest and entrepreneurship in agritourism,
particularly through agro-processing and traditional food production(Sulaj et al., 2022).
Agritourism capitalizes on local resources, ensuring long-term sustainability and preserving valuable
cultural practices(Ciolac et al., 2022).
Cultural Heritage Preservation
Revitalization efforts focus on restoring cultural and historical sites, which serve as attractions for
agritourism, thereby enhancing local identity and community engagement(Sulaj et al., 2022)(Lauria,
2022).
The integration of cultural heritage into tourism strategies fosters a deeper connection between
visitors and local traditions(Lauria, 2022).
Community Involvement and Governance
Local initiatives and entrepreneurial ecosystems are crucial for sustainable tourism development, as
they encourage community participation and resource management(Ciro & Toska, 2021).
Effective stakeholder engagement is necessary to mitigate negative impacts and ensure that tourism
benefits the local population(Marchington, 2010).
While the revitalization of villages presents numerous opportunities for sustainable agritourism,
challenges remain, such as ensuring equitable community involvement and managing environmental
impacts. Balancing these factors is essential for the long-term success of agritourism in Albania.
