3.3.2. Characterising Italian FFEFs
The final step of the research is the classification, both from the offer and the demand side, of the Italian farmhouses, which are grouped into the clusters shown in the figure above.
Cluster 1: Small and Medium Farmhouses (SMFs) for Island Lovers
Of the total 397 farmhouses investigated, this cluster has 69 (17.4%) units (
Figure 3b); the average NB is equal to 19, so they are small and medium farmhouses (SMFs). Visitor evaluation of this cluster was more concerned with the restaurants (foods and beverages), which had an average score of 9.23 (
Table 6). The flow of activities and facilities in the surrounding areas offered by farmhouses grouped in this first cluster was considered to be quite good by guests, compared to the other clusters. However, the score on all farmhouse attributes is below the global mean (9.21) and the outdoor activities and facilities had a low score (8.74). The farmhouses of this group belong mainly to hilly Italian municipalities with peak concentrations in the two Italian islands: Sardinia (16%) and Sicily (14.5%). These islands, mainly characterised by a warm temperate climate, represent two important tourist areas in the Mediterranean Sea. However, the majority of the FFEFs are located near important beaches (e.g., Arzachena, Costa Smeralda, Cala Luna, Palau) or near important archaeological sites such as the Ispinigoli Caves, the Valley of Temples, and Syracuse. Furthermore, the main attractions and activities in the surrounding areas are the artistic, historical sites and nature reserves. The farmhouses of this group have an average NS above the global mean (8.35) and are more inclined to offer visitors activities and sports such as hiking, horse riding and fishing since their main characteristics are beautiful landscapes, gulfs (Orsei, Asinara) and lakes (Pergusa), as shown in
Figure 4a.
Cluster 2: Large Farmhouses (LFs) for Cultural Heritage Lovers
In the second cluster, which consists of 26 farmhouses, the variables related to the dimensional attributes showed the highest average value for beds (53.2) and accommodation (17.5) compared to the global means, which are equal to 22.2 and 7.3 respectively, and when compared to other groups (
Table 6). Furthermore, the most prominent characteristic of these farmhouses is that they offered, on average, the highest NS (10), above the global mean (7.63) and that of the other groups. All the FFEFs (100%) have connectivity (Wi-Fi). This may be due to the fact that 50% of FFEFs (
Figure 4b) in this group are located in the municipalities of Umbria and Tuscany. It is well-known that these two regions are characterised by a long-standing tradition of agritourism facilities, certified quality food and tourist attractions, have a long and consolidated experience of offering overnight accommodation to large numbers of tourists and serve local traditional foods (especially oil and wine) produced directly on the premises. The SCOREACCOM (9.35) is also above the global mean (9.24) and so too is the SCORESETSUR (9.38 vs. 9.20). This could be a result of the fact that in these farmhouses, visitors can spend their holidays staying close to the most famous cities and the consolidated artistic and historical sites of cultural heritage such as Florence, Rome, Assisi, Spoleto, Gubbio, Siena, Todi, Orvieto, Volterra, San Gimignano and many others. This success is also due to the presence of FFEF websites that show, on average, a value above the global mean (4.22 vs. 3.85). As reported in
Figure 4b, the remaining 50% of the farmhouses of this cluster are located in the municipalities of Lombardy (15.4%), Sicily (15.4%), Apulia (7.7%), Campania (3.9%), the Marche (3.9%) and Veneto (3.9%). These regions, like Umbria and Tuscany, have a significant endowment of nature reserves (Nebrodi Park, Alcantare Park, Etna Park, Cilento Park, Vallo Diano), of valleys (Trebbia, Staffora, Itria, and Taormina) and, above all, are surrounded by vineyards such as Franciacorta and Susegana. These farmhouses, located mainly in hilly and mountainous municipalities, offered a wide range of activities and facilities, with an average SCOREACTFAC (9.14) above the global mean (9.06), especially in reference to hiking, horse riding, shopping and tennis. In contrast, among the farmhouse attributes and visitor evaluation concerning the SCOREREST, there was an average value (9.38) below the global mean (9.43). Therefore, it can be argued that the evaluation of restaurants as a satisfaction factor for tourists staying in farmhouse accommodation is not as significant as satisfaction with attractions and amenities present in the surrounding areas.
Cluster 3: Farmhouses with the Highest Consolidated Website Presence
Belonging to this third group are 66 farmhouses (16.6%) with, on average, the highest consolidated presence of websites, which was comparable to the global mean (8.48 vs. 3.85) and the other groups. For this cluster, the websites have played an important role in determining visitor choice and evaluation.
The farmhouses of this cluster are situated mainly in municipalities in Tuscany in the Val d’Orcia (18.2%), in Liguria near the Magra-Montemarcello park (10.6%), in Sardinia, mainly in the province of Nuoro near the Gulf of Orosei (10.6%), in Sicily near the Lava Museum or the Butterfly House (9.1%) and in Umbria (7.6%). The remaining 44% are scattered across other Italian municipalities near important nature reserves (e.g., the Natural Park of Cilento in Campania, the Majella National Park in Molise, the
Ex cave di Cardona Nature Park in Piedmont and Abruzzo’s Nature parks), artistic and historical sites (e.g., the Acropolis of Temesa in Calabria, the International Museum of Ceramics in Emilia Romagna), museums and galleries, spas, theme parks and water parks (e.g., Liguria Acqui Terme, a spa city, where guests can enjoy discounted spa treatments with the Italian National Health Service and the Terme of Petriolo in Tuscany) and casinos in the Veneto region (
Figure 4c). Another attraction is the presence of three casinos in the municipalities of Iesolo, Mascali and Olbia. For this cluster, the three variables related to the dimensional attributes (NB, NA, NBLA) and to the PNOG, which showed, on average, values below the global mean (
Table 6). In contrast, for the variables related to the presence of Wi-Fi and other services, the average value is above the global mean (8.77 vs. 7.63). Regarding sport and activities in the surrounding areas, visitors can, above all, go hiking, horse riding, shopping and play tennis. As a consequence of these services offered by the farmhouses, the five variables considered in the analysis for the visitor evaluation highlight values above the global mean, especially in reference to the overall attributes (SCOREALL).
Cluster 4: A Niche of Farmhouses Most Appreciated by Organic and Traditional Food Lovers
Cluster 4 represents 19.6% of farmhouses considered (
Figure 3b). These are luxurious agritourism operations, offering independent apartments, hotel-like treatment, with facilities such as horse clubs, spas, wellness centres, golf and so on. In the municipally of Tarquinia, in the province of Viterbo (Lazio), the farmhouse with the highest PNGO (€125) is located. This FFEF has a wellbeing centre with a swimming pool, whirlpool, sauna and a range of other wellness services. In the restaurant, guests can enjoy typical dishes mostly prepared using the farm’s own produce and that of other local producers. Special menus are available for coeliacs and those with other food intolerances, coordinated by the restaurant manager, who is certified by the Italian Coeliacs Association. However, the prominent characteristic of the farmhouses regrouped in this cluster is the high price compared to the global mean (47.83 vs. 36.79) and to the other clusters. Furthermore, this group, compared to the other clusters, shows on average the best visitor judgments of the farmhouse attributes considered. It is possible to hypothesise that for the farmhouses of this group, the priority is to provide visitors with high-quality services, especially foods and beverages for the restaurant. Indeed, the group is characterised by the highest evaluation overall for the farmhouse attributes considered (9.82), especially for the restaurants (9.81). This cluster can be seen as a specific niche of farmhouses, 18% of which are located in the municipalities of Tuscany around Arezzo, Siena, Pisa and Massa Carrara; 14% are in the municipalities of the Apulian provinces (Lecce, Bari and Brindisi); and 11.5% are in provinces of Umbria (Perugia and Terni). The remaining 56.5% are scattered in other Italian municipalities located mainly near important tourist attractions such as ski resorts in Aosta city, the Pollino National Park, the Natisone Valleys, the Amalfi Coast and so on (
Figure 4d). In these areas, organic and traditional foods are important factors for success. The variable (NR.NY) considered as a proxy for the presence of a farmhouse website highlights, on average, a value below the global mean (2.17 vs. 3.85). This suggests that a positive judgment made by visitors of the farmhouse attributes of this cluster is due to the reputation of these mature tourist areas and the foods and beverages that the agritourism operators offer, rather than to communication through websites. In line with a previous study, it is possible to hypothesise that the visitors of this cluster are more orientated towards tourist areas with a renowned reputation.
Cluster 5: Family-Run Farmhouses (FRFs) for Authentic Food and Wine Lovers
This cluster has the largest number of units (80 farmhouses, 20% of the total) with the smallest dimensions. Here, there is a presence of small traditional family-run farmhouses, characterised by small rooms and a modest number of beds that do not always operate efficiently and offer a low NS (4.91 vs. a global mean of 6.75). However, in comparison with other clusters, farmhouses belonging to this group operate on a smaller scale in terms of the NB and the NA. The NB ranges from 2 to 35, with an average of 14.09 beds and the NA is between 1 and 11, with an average of 4.91 accommodation units. From a sustainability perspective, it is possible to hypothesise that the small dimensions could represent an advantage as they enable the preservation of cultural and product heritage and, that the attention of operators is focused more on the quality rather than quantity of services, foods and beverages offered. Indeed, this is appreciated by visitors who have made positive judgements about the farmhouse attributes with scores above the global mean, especially for the restaurants (9.75 vs. 9.43). The strong attractions of this cluster for visitors are represented mainly by the nature reserves (National Park of Gran Sasso and Monti della Laga, Majella National Park, Alta Murgia National Park, Cilento National Park); the countryside (Montalcino, Pienza, Collodi, Lucca, Florence, Pisa and so on); and the authentic food and wine (Montepulciano DOC and DOCG, Passerina and Pecorino wines). From the perspective of farmhouse websites that present both reviews and services, as reported in
Table 6, the farmhouses of this group are less inclined, when compared to the global mean, to use websites to highlight their characteristics to visitors. From an analysis of
Figure 4e, it emerges that 46% of farmhouses belong to Southern Italian municipalities, with a greater presence in Abruzzo (14%), Apulia (10%) and Campania (10%), while about 28% belong to the Northern municipalities of Italy and the remaining 26% of the municipalities are situated in the Centre of Italy, mainly in Tuscany (18.8%). In conclusion, the key success factors are a strong link with the territory, highlighted by the offering of one’s own agricultural products and, human relationships, since in these farmhouses, the guests may have direct contact with the farmers and their families.
Cluster 6: Medium and Large Farmhouses (MLFs) Less Appreciated by Visitors
The great majority of farmhouses in this cluster (14 of 23, 61%) operate in low-lying areas (under 300 m ASL) and in particular, are situated in municipalities of Sicily (30%), Lazio (13%), Campania (8.7%) and Tuscany (8.7%), as shown in
Figure 4f. The average size of the farmhouses in this cluster, expressed in terms of the NB and the NA, is 23.48 and 8.57 respectively; 56.5% of farmhouses have a NB below the global mean (22.16). From the analysis of farmhouse attributes, in contrast, the farmhouses belonging to this group highlight, on average, SCOREALL values below the global mean and lower values compared with the other clusters. However, the presence of a varied and significant natural and cultural heritage is not enough to make these areas attractive. Furthermore, the NS recorded, which is above the global mean (8.70 vs. 7.63), is not enough for visitor satisfaction. The services, like the other clusters, are represented mainly by Internet, air conditioning, a swimming pool, a playground for children, pet facilities, barbecues, a restaurant, educational opportunities and so on. Another critical weak point of this cluster, compared to the other clusters, is that the farmhouses, on average, have the lowest presence of websites (1.91) below the global mean (3.85), with the lowest number of written reviews given by visitors. This may be due to the fact that the farmhouses of this cluster are less visited when compared to the others groups.
Cluster 7: Cheap Farmhouses for Undemanding Visitors
The most prominent characteristics of this cluster, consisting of 23 farmhouses, are low Internet connectivity and low prices. In this group, 43% of farmhouses are without Wi-Fi and have the cheapest accommodation compared to the global mean (28.43 vs. 36.79) and to the other seven groups. Furthermore, this group of farmhouses offered visitors the lowest NS_Wi.Fi (5.39 vs. 7.63). The small dimensions of the farmhouses in terms of NA compared to the other clusters and to the global mean (3.83 vs. 7.30) and is also associated with minimal outdoor facilities (mainly parks for sporting activities). More than 26% of farmhouses are situated in low-lying and hilly municipalities of Liguria, 17.4% in the municipalities of Lombardy (mainly in the province of Como) and others are scattered in other Italian municipalities located near important tourist attractions such as the Gargano National Parks, Valledoria (a well-known tourist site in the North of Sardinia), the Ombrone Valley in the Maremma Grossetana, the Umbrian hills between Lake Trasimeno and Perugia and Venice city centre (
Figure 4g).
Cluster 8: Large Farmhouses (LFs) with a Good Quality-Price Ratio of Attributes
This cluster is characterised by farmhouses with, on average, an altitude of 299.26 ASL, which represent only 8% of the 397 farmhouses considered (
Figure 3b). These large farmhouses with a NB and NA above the global means (36.28 vs. 22.16 and 10.34 vs. 7.30, respectively) belong mainly to municipalities of Tuscany (22%), with 37.5% equally distributed between Abruzzo, Apulia the Marche and Umbria. The remaining 40.5%, as shown in
Figure 4h, are scattered in other Italian municipalities such as in Campania near the coasts of Cilento and near interesting locations such as Paestum, Pompei, Herculaneum, Amalfi, Positano, Salerno, Naples, and the volcano Vesuvius or near lakes such as Maggiore and Iseo in Lombardy. The PNGO is below the global mean (32.65 vs. 36.79) and the visitor evaluation referring to the SCOREALL, the SCOREACTFAC and the SCOREACCOM highlights values above the global means.
The visitors in these areas can have an active holiday with leisure, recreation and an opportunity to escape into nature. It is probable that in this cluster, like cluster 4, visitors chose their holiday destinations on the basis of the reputation of the most important tourist areas belonging to the municipalities where the farmhouses are located, and on the basis of recommendations from friends or colleagues, rather than on the basis of the presence of a website with reviews and services. However, the value of NR.NY is below the global mean (2.74 vs. 3.85)
Table 6.
Finally, in relation to the last research question: How do different online visitor judgments contribute to the promoting of the natural and cultural resources present within different contexts of the Italian agritourism sector? The identification of the above “homogeneous” agritourism areas, each with their own distinct features, represents an important tool for understanding the different visitor satisfaction rates in different Italian agritourism contexts. This could have important implications for enriching the activities and the services offered by agritourism operators. Furthermore, improving existing activities and services and providing new ones as well as presenting farmhouses in an effective way through websites are crucial factors for farmhouse competition, above all for those operating in rural municipalities.