Erasmus-Agritourism & Rural Tourism

Universitii de Stiine Agricole i Medicin Veterinar
"Ion Ionescu de la Brad" Iai

Facultatea de Agricultura
University
of Perugia, Agricultural Faculty
ERASMUS PROGRAM
TEACHER
MOBILITY GRANT
Full Prof. of Agricultural Economics and Farm Appraisal

Department of Agricultural Economics, Farm Appraisal and Agrofood Sciences
-DSEEA
Agricultural Faculty, Perugia University
Email:ciani@unipg.it
Tel:0039-075-5857141
Fax:0039-075-5857146
Cell:9939-347-5109486
Skype:cianiunipg
Web Site:www.adrianociani.it
The Teaching Program

SUSTAINABLE MANAGEMENT
AND PROMOTION OF TERRITORY
SMPT
II^LESSON
RURAL TOURISM AND

AGRI-TOURISM HORIZON
FOR 2020
Key Words:
Rural Tourism,
Agri-tourism,
Pluriactivity,
Sustainable Development,
Rural Sustainable Development,
ICT,
Green Economy,
Bio-economy.
Adriano Ciani-Perugia University-It
TABLE OF CONTENTS
1-INTRODUCTION AND FRAMEWORK OF
ISSUE
2-OBJECTIVES AND METHODOLOGY
ADOPTED
3-RURAL AREAS GROWTH,
DEVELOPMENT, RISK AND INNOVATION.
FROM SUSTAINABLE DEVELOPMENT,
ACROSS GREEN ECONOMY, TOWARD
BIO-ECONOMYAdriano Ciani-Perugia University-It
TABLE OF CONTENTS
4-STRENGTHENING THE VISION
OF THE MODERN MANAGEMENT OF
TERRITORY AND FARM
MANAGEMENT.
5 TOURISM PROSPECTS OF
RURAL AREAS AND FARMS.
6-NEW OPPORTUNITIES TO
CAPTURE
7 CONCLUSIONS
1-INTRODUCTION AND FRAMEWORK OF ISSUE
1.1- Dynamic Evolution of Development

Model: from quantitative to sustainable
10
11
12
13
14
15
16
17
The transition from one model to another

is marked by some important aspects as
following:
-more approach toward the multicriteria measurement of the level of
development;
-from the development model based only quantitative assessment of GDP
growth to a quality that can be summed up in the idea of sustainability
strong or genuine;
- the progressive growth, the trend of increasing world population, the
level of risk of scarcity of natural resources and hence the axiom that the
environment becomes a constraint opportunity (business);
-the great imbalance between the end of the most poor and one of the
most' rich of the world;
-the significant level of poverty and suffering hunger, especially in the

South or the so-called emerging areas of the world;
-intra-and inter-generational approach in the development process. The
University-It
fact is that in a few years Adriano
at theCiani-Perugia
international
level the question of
18
sustainable development with the proposed changes in strategy.
1.2-The strategy of sustainable development policies and the

change of the
Agricultural Policies in the World.
CORK DECLARATION
1- Rural Preference ;
2- Integrated Approach:
3- Diversity;
4- Sustainability ;
5- Subsidiarity;
6- Simplification;
7- Programming;
8- Finance;
9- Management;
10- Evaluation and Research
19
1.3 Agriculture,environment and rural areas: from
weakness to strength
of the model of integrated and sustainable development
20
2-OBJECTIVES AND METHODOLOGY ADOPTED
MICRO AND MACRO LEVEL

At the micro level it seeks to highlight how the vision of a set of farm management
and production-type mono-criteria fails to achieve the ability to create continuous
cash-flow is sustainable within one year of exercise in the medium to long term.
At the macro level this paper aims tend to strengthen the concept and role of the
agricultural enterprise multifunctionality now be placed within an increasingly
urbanized society. It is intended to highlight the role of the rural environment and
in supporting the strategic options that both the World Summit on Sustainable
Development in Rio de Janeiro and the European Union have outlined, respectively,
with the Zero Draft Program and in 2020 and Horizon 2020
The methodology adopted , in this paper is more like deductive or inductive /
empirical. In the synthetic fusion of a thorough and broad analysis of the strategy
of sustainable development, innovative and integrated rural development and the
role that farm and rural tourism have in the two previous options, such as
innovative activities and full of exciting potential innovative developments, you
deduced results that cogent logic fully confirm the statement in the title.
21
3-RURAL AREAS GROWTH, DEVELOPMENT, RISK

AND INNOVATION. FROM SUSTAINABLE
DEVELOPMENT, ACROSS GREEN ECONOMY, TOWARD
BIO-ECONOMY -
3.1-Rural Areas, Growth, Development and Risk

Management
The 51 % of world population living in urban areas. In
both countries more advanced than in more particularly
poor with the support of ICT can achieve positive results
for a human-scale conservation of these territories and
for the great safeguard use value and no-use of rurality.
The negativity of Global Climate Change issues related
to the production of high levels of CO 2 can be overcome,
however, with activity' mitigation and risk mitigation
that can continue to maintain the leading role in the
future for more fair and more happy World Society .
22
3.2- Innovation and role of ICT

3.2.1-The role of the ICT and Development
process
3.2.2- The services by Broadband and the

perspectives of in Europe
3.2.3- The risk of the Digital Divide Broad
Band and the relevance of the ICT for
sustainable development in the rural
areas.
23
3.3-ICT & e-Rural Management
3-4- Green Economy and Smart

Grid.The Bioeconomy.
24
3.4.1- The content of Green Economy
25
The goal must be shared.

But for now, although thousands of institutional programs, countless
business ventures, the
Green Economy
still remains a challenge than during the
Carson's Silent Spring
millions of people have realized that you can change.
"It's
not the end of the path, this is

only the beginning of a journey"
Barack Obama 18 December
2009 , Copenhagen.
26
GREEN ECONOMY AND

POWERTY
27
Rural Green Jobs

Rural green jobs that restore and maintain the ecological
infrastructure consist of work in the following three
dimensions:
-On-the-ground restoration and stewardship activities on public
and private lands that improve ecological conditions and
facilitate climate change adaptation and mitigation.
- Utilization of the by products of forest restoration and
stewardship to create renewable value-added wood products
heat, and electricity.
-Payments for ecosystem servicessuch as carbon
sequestration, wetlands restoration, clean air and water, and
biodiversitythrough incentives, certification, and markets city
are not a durable solution for rural communities.
28
3.4.2-The Smart Grid
29
3.4.3- The bio-economy Agricultural production has a crucial role in the success of the bio-economy. The relevance of this
approach to prospects of economic and social development in Europe are now a new strategic pillar.
Just the 13 February 2012 the European Commission adopted a strategy to move the European
economy towards a greater and more sustainable use of renewable resources. The Commission's
strategy and action plan,
Europe",
"Innovate for sustainable growth: a Bioeconomy for
outlines a coherent, intersectorial and interdisciplinary approach to the problem.
The goal is a more innovative and low emissions, reconciling the demands for sustainable agriculture
and fisheries, food security and sustainable use of renewable biological resources for industrial
purposes, while ensuring the protection of biodiversity and environment.
The plan therefore focuses on three key areas: development of new technologies and processes for
the bio-economy, the markets in developing and competitiveness in the fields of bio-economy. The
bio-economy approach for that involve the future of the sustainable development and particularly
the rural tourism and sustainable tourism.
30
4-STRENGTHENING THE VISION
OF THE MODERN MANAGEMENT OF TERRITORY AND

FARM MANAGEMENT.
4.1-Some consideration about the

historical theory of the enterprise and
farm.
4.2.-Diversification, Integration,
Innovation, Quality, Sustainability,
Pluriactivity and Multifunctionality. (7
Key Words for the future of vitality of the
European agricultural enterprises:
towards a vision of the public function
of agriculture and rural development)
31
4.2.1.-Agribusiness and Risk
32
Fig 4- Schematic Qualitative Representative Synthesis of the monthly cash flow in a

traditional agricultural cereal company
33
4.2.2. Diversification, Integration,

Innovation, Quality of Farm Production.
34
35
4.2.3.-The environmental
question
By
constraint
to
opportunity
36
37
4.2.4-An imperative for the

farms of the future :
from mono-function
to multi-functions
and multi-activities
38
PLURIACTIVITY
39
MULTIFUNCTIONALITY
40
THE
MULTIFUNCTIONALITY
PRODUCTION
BIODIVERSITY
HABITAT
LANDSCAPE
LAND MANAGEMENT
WATER
MANAGEMENT
OLIVE GROWING
TOURISM
AGRITOURISM
ECOSYSTEM
BIOMASS
RENEWABLE ENERGY
TRADITION
INNOVATION
CULTURE
ART AND
HANDCRAFTS
TERRITORY PROMOTION
TERITORIAL MARKETING
42
5-TOURISM PROSPECT OF RURAL

AREAS AND FARMS
5.1- From mass tourism to niche

tourism
5.2- The rural areas by the
marginality to the strong point
of development in all the
world.
43
RURAL TOURISM
AGRITOURISM
44
RURAL TOURISM
ITS THE TOURISM ACTIVITY IN

THE RURAL AREAS
45
AGRITOURISM
ITS THE TOURISM ACTIVITY

LINKED AND COMPLEMENTARY
AT THE FARMING ACTIVITY
46
BASIC CRITERION
OF AGRITOURISM
1-FARMER
2-NO NEW BUILDINGS
3-MAXIMUM LEVEL OF SLEEPING ROOM
4-MAXIMUM LEVEL OF SEAT IN RESTAURANT
5-MINIMUM LEVEL OF USE IN THE RESTAURANT OF
THE FARM PRODUCT
6-THE TOTAL FAMILTY WORK IN AGRITOURISM NO
LESS THAN 50% OF THE TOTAL WORK
47
5.3-Motivation for the agri-tourism and rural tourism holidays
.Rural tourism and rural tourism according to market research has highlighted the following points
made by consumers in their choice of services:
be in contact with nature;
feel free;
sunbathing, being outdoors;
do things different from usual;
make a holiday riequilirio;
rest, be quiet.
The characteristics of visitors, which can easily be extended to matters concerning rural tourism are:
love for nature;
the pleasure of genuine things;
the desire for peace;
Taste for the new;
the ability to adapt.
The concept of farm respondents mainly associated:
nature;
landscape;
tranquility;
return to tradition.
48
6-NEW OPPORTUNITIES TO CAPTURE
6.1- The didactical and social

inclusion farms
6.2- Territorial Laboratory
6.3- Farm Culture and Heritage
Museum
6.4-Training and Professional
Learning
6.5-Renewable Energy
Production and Use
6.6- Short circuit and short chain
food
49
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65
66
67
68
69
70
71
72
73
74
75
A VIRTOUS
GREEN
CIRCUIT
76
PRODUCTION
LOCAL TIPIQUE
Nouveau
Employement
CROISSANCE DE
LOFFRE DE
SERVICES
Croissance de la
Production
CROISSANCE DE
LOFFRE DE SERVICES
DEMANDE DE
PRODUICTS A
TRANSFORMER
Croissance du
Tourisme
Nouveau
Employement
STIMULATION DES
SECTEURES
PRODUCTIVES DE
LAREA
Nouveau
Employement
Croissance global
de la economie
et de la calite de la
vie
77
7 CONCLUSIONS
78
All over the world is looked forward

to a view of a new development
model, focused on sustainable
development, a vision no more
agricultural sector but a placement
option in more broad framework of
the rural environment.
Many agriculture perspective if they

would continue to play the traditional
role of exclusive
production of staple 79
The agricultural enterprise and now a

firm understanding of rural, diverse,
integrated and sustainable.
Among the activities diversification

and integration and rural tourism in
Italy, in particular, the farm, are
examples that show, dynamism,
effectiveness, efficiency and strong
growth prospects.
80
The tendency of the current market might

make the farm as a fashion of short-term
market demand for tourism in general.The
detailed analysis shows that it is an
underlying trend of international tourism
that most always leaves the form of mass
tourism to a more theme that it can offer the
usability 'of environmental resources. It
could be argued that the cottage, and 'a train
already' in the running for a long journey and
a long-term perspective, perhaps in the
future structure of the rural environment.
81
This all over the world. Countries such as

Chile, Argentina, Brazil, Costa Rica, Estonia,
Romania, to name those directly but also
visited Egypt, Tunisia and Vietnam are
organizing for the development of this
sector.A moving train is an opportunity
excellent groped to climb ... ... ... ...!
Follow a process because and only fashion

but will be very risky to make a serious and
stable opportunity.
82
The farm, needs strong capacity and risk

management, given the sensitive and
therefore requires that investments be
managed programs and projects of
remarkable consistency. Not all areas are
suitable, not all companies are irrelevant. It
needs a strong promotional campaign but
also training, information and assistance to
management; these aspects that only public
institutions are able to provide. A central
role and entrusted to the spread and use of
new technologies to facilitate particular of
informatics.
83
The perspective and 'to create a network system of farm

groups who can offer specific services and a distinctive,
cuisine, etc. A regulation of the sector at Local and National
level its relevant. In this area is the observance of hygiene
rules, security, and respect of specific services are crucial to
the success of any initiative. The success also depends on the
capacity is not 'to emulate and copy other situations, but to
seek their own path of local and / national to exalt the
character of diversity and now 'one of the most' important
values that each rural community offer.In the future, and the
writer 'believes that among the different forms of rural tourism
activities linked to the agri-tourism can in other hands the
agricultural perspective is more coherent but also more' solid
foundation for the future. As regards the Italian situation can
'emphasize the following.
84
The potential demand exists at national level and

abroad also stimulates the activities of rural tourism as
the country inns and hotels in rural areas, the use of
artistic, historical and cultural lowest and is building a
environmentalist and landscape.
This virtuous cycle of osmosis and a significant positive
trend with the creation of synergies between the
integrated activities primary agricultural products
typical of endogenous enhancement, promotion of
production, and image of the typical rural setting and
regional.
This needs to be primed and triggered a process in
which the "weak rural areas" gradually trasforming in
"areas of strength" of the future model of sustainable
rural development.
85
However, the phase of spontaneity and affectivity

must, in perspective, consider switching to one
in which the phenomenon can and should be
analyzed, understood and led to efficace.It needs
offer an analysis of the structure of the Italian
agritourism businesses, employment levels and
efficiency and effectiveness of operations and
the financial management. If must also examine
and evaluate the ability organizational and
marketing of image and service in the structures
agri-touristic, as well as tracing the type of user
of the service .
86
Another aspect of the fund and to delineate

on the basis of analysis of data investigation,
the type of food demand of the users of the
service and check their consistency in relation
to the dissemination of knowledge on the
physiology of human nutrition.
It should stimulate research and product
innovation activities and processes that do
pass the current field by spontaneity to a
strong rural development perspective toward
the year 2020.
87
TRADI-OVATION
Territory,
Rural
Areas,
Development (through),
Innovation,
Organization,
Valorization,
Technology (friendly user)
ICT( sharing),
Online
Networking.
90
The TODI Charter
Territory
hOlistic
Dematerialization
Invent
Tradition
Observation
Digitalization
Innovation
Training
Orientation
Demonstration
ICT
Tutoring
Organization
Development
Internationalization
THANK YOU FOR

YOUR ATTENTION!
92

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Universitii de Stiine Agricole i Medicin Veterinar

"Ion Ionescu de la Brad" Iai

of Perugia, Agricultural Faculty

Full Prof. of Agricultural Economics and Farm Appraisal

The Teaching Program

RURAL TOURISM AND

1-INTRODUCTION AND FRAMEWORK OF ISSUE

1.1- Dynamic Evolution of Development

Adriano Ciani-Perugia University-It

Adriano Ciani-Perugia University-It

Adriano Ciani-Perugia University-It

Adriano Ciani-Perugia University-It

Adriano Ciani-Perugia University-It

Adriano Ciani-Perugia University-It

Adriano Ciani-Perugia University-It

Adriano Ciani-Perugia University-It

The transition from one model to another

-the significant level of poverty and suffering hunger, especially in the

1.2-The strategy of sustainable development policies and the

1.3 Agriculture,environment and rural areas: from

of the model of integrated and sustainable development

Adriano Ciani-Perugia University-It

2-OBJECTIVES AND METHODOLOGY ADOPTED

MICRO AND MACRO LEVEL

Adriano Ciani-Perugia University-It

3-RURAL AREAS GROWTH, DEVELOPMENT, RISK

3.1-Rural Areas, Growth, Development and Risk

3.2- Innovation and role of ICT

3.2.2- The services by Broadband and the

3.3-ICT & e-Rural Management

3-4- Green Economy and Smart

Adriano Ciani-Perugia University-It

3.4.1- The content of Green Economy

Adriano Ciani-Perugia University-It

The goal must be shared.

not the end of the path, this is

Barack Obama 18 December

Adriano Ciani-Perugia University-It

GREEN ECONOMY AND

Adriano Ciani-Perugia University-It

Rural Green Jobs

3.4.2-The Smart Grid

Adriano Ciani-Perugia University-It

"Innovate for sustainable growth: a Bioeconomy for

outlines a coherent, intersectorial and interdisciplinary approach to the problem.

Adriano Ciani-Perugia University-It

4-STRENGTHENING THE VISION

OF THE MODERN MANAGEMENT OF TERRITORY AND

4.1-Some consideration about the

4.2.1.-Agribusiness and Risk

Adriano Ciani-Perugia University-It

Fig 4- Schematic Qualitative Representative Synthesis of the monthly cash flow in a

Adriano Ciani-Perugia University-It

4.2.2. Diversification, Integration,

Adriano Ciani-Perugia University-It

Adriano Ciani-Perugia University-It

Adriano Ciani-Perugia University-It

4.2.4-An imperative for the

Adriano Ciani-Perugia University-It

Adriano Ciani-Perugia University-It

Adriano Ciani-Perugia University-It

Adriano Ciani-Perugia University-It

5-TOURISM PROSPECT OF RURAL

5.1- From mass tourism to niche

Erasmus-Agritourism & Rural Tourism

Erasmus-Agritourism & Rural Tourism