Authenticity and Product Geography in the Making of the Agritourism Destination

Mikael Andéhn, Patrick L'Espoir Decosta

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Agritourism is emerging as a common solution to sustain agriculture-based communities bereft of economic viability. Drawing from the intersecting literature of product country-of-origin and destination branding, we use a case study to show how agritourism in Messinia, Greece, creates and houses a multitude of meanings suitable for tourism consumption. The study highlights the challenge for the destination to sustainably convey experiential authenticity and interpreting its role in a greater product geography to sustain that capability. The agritourism destination must develop consistency in addressing the multitude of meanings it embeds while simultaneously addressing its stakeholders’ divergent needs.
Original languageEnglish
Pages (from-to)1282-1300
Number of pages19
JournalJournal of Travel Research
Issue number6
Early online date31 Jul 2020
Publication statusPublished - 1 Jul 2021


  • Agritourism
  • Authenticity
  • Destination Branding
  • Country-of-Origin
  • Product Geography

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