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Strategic Positioning of the Farm Holiday’s Post-Pandemic Competitive Advantages: Fresh Air and Sunlight

  • Erika Quendler

    She holds a PhD in Agricultural Economics from the University of Natural Resources and Life Sciences in Vienna. Her main research interests are sustainable development, quality of life, resilience, digital transformation, young farmer and family farm issues, food chain, informal economy and economic accounts for agriculture. She is the author/co-author of more than 150 papers, articles, book chapters and studies.

    , Vincent P. Magnini

    He conducts research in the area of services marketing with specific application to hospitality and tourism settings. He holds a number of editorial board appointments on well-regarded journals and has been ranked among the most prolific hospitality and tourism researchers in the world. He has published seven books and more than 250 articles and reports.

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    and Noureddin Driouech

    He is an Agricultural Engineer specialized in Phytopathology. He got a Master of Science degree in Plant biotechnologies, and holds a PhD in Environmental Sciences, design and management of sustainable Mediterranean cropping systems at Tuscia University- Viterbo (Italy). His scientific interest focuses on educational and follow-up research studies, innovation in education/training in agriculture and agri-foods sector, and food system. He is the authors of more than 75 scientific papers/articles and publications and 1 book.

Published/Copyright: May 8, 2021

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.

About the authors

Erika Quendler Ph.D.

She holds a PhD in Agricultural Economics from the University of Natural Resources and Life Sciences in Vienna. Her main research interests are sustainable development, quality of life, resilience, digital transformation, young farmer and family farm issues, food chain, informal economy and economic accounts for agriculture. She is the author/co-author of more than 150 papers, articles, book chapters and studies.

Vincent P. Magnini Ph.D.

He conducts research in the area of services marketing with specific application to hospitality and tourism settings. He holds a number of editorial board appointments on well-regarded journals and has been ranked among the most prolific hospitality and tourism researchers in the world. He has published seven books and more than 250 articles and reports.

Noureddin Driouech Ph.D.

He is an Agricultural Engineer specialized in Phytopathology. He got a Master of Science degree in Plant biotechnologies, and holds a PhD in Environmental Sciences, design and management of sustainable Mediterranean cropping systems at Tuscia University- Viterbo (Italy). His scientific interest focuses on educational and follow-up research studies, innovation in education/training in agriculture and agri-foods sector, and food system. He is the authors of more than 75 scientific papers/articles and publications and 1 book.

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Published Online: 2021-05-08
Published in Print: 2021-05-26

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