How promotional formats affect consumer preferences for apitourism experiences in rural areas

Tourism has been a key strategy for revitalizing rural areas facing depopulation, land abandonment, and economic decline. This study investigates tourist acceptance of apitourism (bee-related tourism) as a potential means to promote rural culture and traditions. We examine how the visualization of the destination landscape affects consumer preferences for apitourism activities, specifically focusing on the impact of presentation format on willingness to pay (WTP). A Hypothetical Discrete Choice Experiment (HDCE) was conducted, utilizing images (pictures) and video formats (2D and 3D) to represent the destination landscape with varying levels of immersion. Participants expressed preferences for different apitourism activities (museum visits, hiking tours, tasting experiences, beekeeping, and wellness activities). Participants consistently preferred museum visits, hiking tours, and tasting experiences across all presentation formats. Beekeeping and wellness activities were less popular choices. WTP estimates differed significantly depending on exposure to landscape images and the specific presentation format. Notably, the study suggests a potential link between exposure to video 3D representations and increased WTP for apitourism activities. However, further research is needed to confirm this association definitively. This study sheds light on tourist preferences for apitourism activities and highlights the importance of connecting traditional food experiences with local landscapes. This approach can strengthen rural tourism initiatives and promote sustainable rural development.