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

Author

Listed:
  • Quendler Erika

    (Federal Institute of Agricultural EconomicsRural and Mountain ResearchRural Sociology and LibraryViennaAustria)

  • Magnini Vincent P.

    (Longwood UniversityCollege of Business and EconomicsFarmvilleVirginiaFarmvilleUSA)

  • Driouech Noureddin

    (Sustainable AgricultureFood and Rural DevelopmentValenzanoItaly)

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.

Suggested Citation

  • Quendler Erika & Magnini Vincent P. & Driouech Noureddin, 2021. "Strategic Positioning of the Farm Holiday’s Post-Pandemic Competitive Advantages: Fresh Air and Sunlight," Zeitschrift für Tourismuswissenschaft, De Gruyter, vol. 13(1), pages 22-51, May.
    • Handle: RePEc:bpj:touwis:v:13:y:2021:i:1:p:22-51:n:1
    DOI: 10.1515/tw-2021-0007
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    References listed on IDEAS

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