Understanding values in summer farm tourism

This study aims to analyze the main drivers behind summer farm tourism and the elements of summer farms and the summer farm experience that create value for tourists. The study contributes to the conceptualization of summer farm food consumption. By combining concepts used in the analysis of rural tourism, such as postmodernity and cultural heritage, with the hospitality-oriented Five Aspects Meal Model, we offer a new avenue to understand the drivers behind summer farm tourism. Empirically, the study contributes by bringing a hospitality perspective into research about rural tourism, thus offering new avenues for future research. The results show that intrinsic and extrinsic values (e.g. product-specific and non-product-specific characteristics) of summer farm products, along with a welcoming atmosphere, aspects related to the cultural and biological heritage of summer farms, the scenery, and the possibility of encountering real-life animals, are appreciated elements in creating consumer and tourist value. Tourists appreciate the simple rural experience and wish to preserve the cultural heritage embedded in summer farms. Furthermore, traditional elements of hospitality are highly conditioned by postmodern and cultural heritage values.