Mariola Grzybowska-Brzezińska, Ph

Jacek Michalak, Ph

Warmian-Masurian University in Olsztyn

Faculty of Economic Sciences

Department of Market and Marketing Analysis

Agro-tourism as an opportunity for service activity development in small and medium-size agricultural farms in Poland

Key words: agro-tourism, prospects for agro-tourism development

Summary

The main purpose of the research was to determine factors that shape the development of agro-tourism in one of the municipalities of Poland. The scope of gathered information includes three aspects: resources that farms possess (cultivation area, animal population, infrastructure), assessment of motives for starting agricultural tourist activity, and assessment of services provided by agro-tourist establishments. The research also took into consideration an evaluation of prospects for functioning of agro-tourist services and analyzed factors that shape the development of service activity in rural areas. In accordance with a tendency existing in this industry, agricultural tourism is an activity undertaken by small and medium-size farms, for which agro-tourism is a part that supports agricultural activity. The conducted research shows that revenue from agro-tourist activity obtained by farmers, initially considered supplementary, can in time evolve into the main source of income, especially in regions with high natural potential that is favourable to recreation and tourism.

Introduction

An observation of economic activities performed by agricultural households in the area of tourism, conducted in many countries, indicates that this type of activity is mainly a consequence of seeking additional or alternative income in many areas related to agriculture, which is caused by a decrease in profitability of agricultural production and worsening of standard of living of rural population. In Poland there is a special need for improving the situation of agricultural farms because the still developing and struggling market economy puts the rural population in a situation where they have limited options for selling their crops at low and unstable prices while their production costs increase, unemployment is relatively high, rural youth has limited opportunities for advancement and the standard of living is worsening. In this situation the Polish countryside can be revitalized mainly through changes in non-rural areas, such as creating new jobs in many fields related to agriculture and stimulating rural population to become active in seeking alternative ways of using both, agricultural farms’ resources and the natural potential of the country (Sznajder, Przezbórska 2006).

As one of many ways of reviving rural area development, agro-tourism contributes to unemployment reduction through creating new jobs in all trades providing services to tourists. Agro-tourism, as a source of income contributes to the preservation of natural and small agricultural farms. It preserves culture and tradition and becomes a bridge between the country and the city that provides an opportunity for meeting new and interesting personalities. In literature there are many definitions of agro-tourism. One of them is presented by Jedrzejczyk: agro-tourism is a type of business activity in tourism, based on accommodating paying guests by owners of agricultural farms (Jedrzejczyk 2001).

Błonski and Korzuchowska define agro-tourism as recreation directly on a farmstead, combined with observation and participation in everyday activities performed by its permanent occupants, and providing an opportunity to enjoy agricultural produce, as well as other goods offered by such farms (Korzuchowska 1994).

Yet another definition is presented by Drzewiecki, namely that agro-tourism is a form of rest that takes place in agriculture oriented rural areas that provide accommodation and recreational activities related to agricultural farming or its equivalent and its surroundings (natural environment, production and service). What ought to be emphasized in this definition is a clearly visible emphasis on the relationship that takes place between the tourist and performed by him recreational activity and an agricultural farm. This relationship is an important element distinguishing agro-tourism from other forms of rural tourism (Drzewiecki 1995).

Besides many premises supporting the development of agro-tourism in Poland, there are many adversities that result from the overall economic situation. On the one hand there is a declining profitability of agricultural production that forces owners to seek other sources of income, and agro-tourism is based on resources of agricultural farms, but on the other hand – its development requires adaptive investments, which are not easily financed by occupants of low-income agricultural farms.

In addition, a factor hindering the development of agro-tourism is the status of infrastructure in rural areas. The road system is not well developed and the quality of existing roads is bad, and the rural population is not provided with phones, water pipelines and sewage systems. People have limited access to banks, post offices, health care facilities. There are not enough recreation centres, sports and cultural centres. Another barrier is an insufficient knowledge of foreign languages, making it impossible for owners to service foreigners. Existing barriers adversely influence the developed and attractiveness of recreation in rural areas (Wojciechowska 2002).

And so it becomes important to identify what opportunities for development agro-tourist activity has, and define the level of competitiveness of these services, especially in areas valuable for their natural resources that offer opportunities to popularize tourist-related activities.

The scope of the research

The main purpose of the research was to define factors shaping the development of agro-tourism in the Olsztynskie district (Warmian-Masurian voivodeship). In the research an attempt was made to analyze the accommodation and recreation base, evaluate services provided by agro-tourist farms, indicate forms of funding of agro-tourist activity and define prospects for the development of agro-tourist services in the examined establishments.

The research was conducted in the summer of 2007. Data came from 42 farms located in the Olsztynskie district, situated in the central part of the Warmian-Masurian voivodeship, located in north-east Poland.

The scope of gathered information involved three aspects: resources possessed by farms (cultivation area, animal population), motives for starting agro-tourist activity and types of provided agro-tourist services.

Characteristics of the studied area

The Olsztynskie district is located in central Olsztynskie Pojezierze and is characterized by a diverse landscape, lakes and forests. Differences in height between elevations and depressions reach 30 metres. The land abounds in lakes (155 of them have surface area greater than 1ha), which together cover 11739 ha, over 4% of the total area of the county. Throughout the district flow the biggest rivers of the voivodeship: Pasleka, Lyna, and Pisa. Moreover, two Warmian districts – Broniewo and Frombork lie on the Vistula Bay. This abundance in water makes Warmia a dream place for aficionados of kayaking, fishermen and yachtsmen. Total area of the county is 2, 837 km², including 48,1% of arable land and 35,9% of forests. In terms of surface area, the Olsztynskie district is first in the Warmian-Masurian voivodeship and third in the nation. The greatest attribute of the Olsztynskie district is its natural environment. Uncontaminated forests, lakes and rivers create an ecosystem hospitable to rare species of animals and plants. There are 11 reservoirs in the district and 14 ecological plots of arable land. One third of the area of the Olsztynskie district situated within the limits of Warmia is covered with forests. In the Olsztynskie district there are approximately 200 natural monuments, most frequently unique trees and boulders.

Research results

Agricultural production profile in the examined agrotourist farms

The research attempted to determine land resources that the examined agrotourist farms possess. Agrotourist activity is thought to take place when there is agricultural production (it does not have to be on a large scale, but it should take place). Research results confirm this state of affairs. All farms included in the research had arable land. In the case of 40% , its area oscillated within a 10 ha range (table 1).

Table 1. Arable land resources in the examined agro-tourist farms (in %)

Specifications	Answer structure in %
1. Farm land
a. area of 10 ha or less	40
b. area from 11 to 20 ha	27
c. area in excess of 20 ha	33
2. Arable land
a. area of 5 ha or less	53
b. area from 6 to 10 ha	14
c. area in excess of 10 ha	33
3. Grasslands
a. area of 5 ha or less	53
b. area from 6 to 10 ha	20
c. area in excess of 10 ha	27

Source: Own compilation based on research

The smallest group constituted of farms with an area from 11 – 20 ha, only 27% of those examined. For the purpose of land structure analysis, the land was divided into arable land and grassland. Approximately 33% of the examined farms owned arable land with an area in excess of 10 ha, and in 53% of farms an area of this type of land did not exceed 5 ha. Results from an analysis of land structure show, that agrotourist farms can be counted among small-size ones and they are not typical production farms.

Through an analysis of animal population, it can be stated that agrotourist farms kept various types of livestock. Horses were bred in large numbers – in 34% of farms there were more than four of them. In less than half of the farms (47%) beef cattle were bred and of those 27% had herds counting more than 10 animals. The smallest branch were pigs – only 13 % of farms had more than three animals from this group (table 2).

Table 2. Animal population on the examined agro-tourist farms

Specifications	Structure In %
1. Horses
a. 4 or less animals	33
b. over 4 animals	34
c. no horse-breeding	33
2. Beef and dairy cattle
a. 5 or less animals	7
b. from 6 to 10 animals	13
c. more than 10 animals	27
d. no cattle-breeding	53
3. Pigs
a. 3 or less animals	20
b. over 3 animals	13
c. no pig-breeding	67

Source: Own compilation based on research

In accordance with a tendency existing in this industry, agricultural tourism is an activity undertaken by small and medium-size farms, for which agrotourism is a part that supports agricultural activity. By utilizing the surrounding environment’s resources and their potential, it is possible to diversify farming activity because small-scale production does not adequately generate profits.

Motives for engaging in agrotourist activity and the offers of the examined farms

The majority of examined respondents launched their activity in the years 2002 – 2005. Most of the farms were characterized by important distinguishing features, such as attractive location, natural reservoirs and scenic parks, which are an attraction for nature aficionados. Distinguishing features of some of the agricultural farms were characteristic buildings in the form of historic cottages or old, rustic houses. The majority of examined respondents have been engaged in conducting farming activities from two to four years – 4%, and second to them were farms which have been operating for more than seven years – 27%(illustration 1).

Illustration. 1. The period of time the examined farms were involved in agro-tourist activity (in %)

Source: Own compilation based on research

The smallest group constituted farms where agrotourist activities have been pursued for a relatively short period of time from one to two years – only 7% . In 65 % of farms agrotourist activity is pursued throughout the year, while in 35 % only in season.

Among factors that inclined respondents to engage in agrotourism, the most frequently mentioned was a desire to obtain additional income – 93%. Having spare accommodations and being located in an area attractive for tourists was an incentive for 73% of respondents, whereas 40 % of respondents were motivated by friends and neighbours’ example as well as an opportunity to follow their own interests. A relatively low number of answers indicated as an incentive a suggestion of an agricultural consultant – 7%, and information broadcast by radio, television and press – 13% (table 3).

Table 3. Motives for engaging in agro-tourist activity in the opinion of agro-tourist farms’ owners (in %)

Specifications	Answer structure in %
· agricultural consultant’s suggestion	7
· friends and neighbours’ example	40
· municipality officials’ suggestion	-
· family tradition of accommodating tourists	13
· desire to obtain additional income	93
· lack of permanent employment	26
· opportunity to follow own interests	40
· activity of farmers wives’ circle	-
· having spare accommodation	73
· information broadcast by radio, television and press	13
· demand within local environment	-
· location in an area attractive to tourists	73
· obtaining preferential loans	13

Source: Own compilation based on research

An important factor indicating the need for the development of agro-tourist activity, similarly to other non-agricultural activities, is the income situation of the population engaged in agriculture and high unemployment in rural areas. Agrotourism is an important element of vocational elicitation of population engaged in agriculture. Engaging in economic activity in this field creates job opportunities for all family members living on farms, and also for other people living in rural areas (Wojciechowska 2002).

The primary form of accommodation in examined farms was guest rooms in host farmer’s house. The standard of a dwelling-house where guest rooms are situated largely influences the condition and opportunities for the development of an agrotourist base (table 4)

Table 4. Location of guest rooms in the examined agricultural farms

Specifications	Answer structure in %
· in a separate house	20
· in an assigned section of a house occupied by farmer’s family	73
· on the same floor as farmer’s family	13
· in camping houses	13
· in adapted farm buildings	-

Source: Own compilation based on research

The majority of surveyed respondents (7 %) offered tourists rooms in assigned sections of their houses, occupied by farmers’ families, 20% of hosts offered tourists a stay in separate houses, which were built solely for that purpose. Only 13% of owners offered tourists accommodation in cabins or on the same floor as farmers’ families.

Some farms offered guests a possibility of purchasing food (fruit, vegetables, dairy). In addition, 30% of the examined establishments sold products which had been manufactured using ecological methods of production.

The examined group of farmers offered tourists various types of services in order to make their stay more attractive and provide them with suitable conditions for recreation. An important attraction offered by farmers was participation in agricultural activities. However, not all farms offered this type of service. The main reason for that was concern for guests’ safety.

The most common were farms that offered double guest rooms (from 1 to 7) – 86%. Rooms for three people were offered by 80% of farms, single rooms were offered by 53% of establishments (usually one or two rooms). Rooms that could accommodate four people were offered by 40% of farms, and the least common were farms equipped in rooms for four or more people – 20%.

In most of the examined agrotourist farms, guests were provided with a refrigerator, cookware and dishes (80%), separate kitchen (73%), in-room bathroom, sporting and recreation equipment, garage, parking on site, garden and an orchard (60%). It ought to be mentioned that 20% of the establishments had a playground for children, and 13% had a sauna (table 5). The fact that tourists have access to sporting and recreation equipment plays a very important role in making the agrotourist offer more attractive. Tourists have at their disposal bicycles, provided by 80% of farms, kayaks by 73% of farms, grills by 67% of farms, lawn tennis rackets, billiard and tennis tables by 2 % of farms, pontoons and sailing boats by 13% of farms. Due to attractiveness of the region, agrotourist farms often operate all year round. For tourists visiting in winter, owners try to increase the attractiveness of their offer. They have saunas available for tourists, who happily enjoy them after long sleigh rides, ski rentals, and for ice skating enthusiasts farms built ice skating rinks.

Table 5. Conditions of stay offered to guests in the examined farms

Specifications	Answer structure (in %)
· in-room bathroom	60
· shared bathroom and WC in a hall	33
· day room – television room	27
· game room (billiard, darts etc.)	27
· kitchen shared with hosts	13
· separate kitchen	73
· refrigerator, cookware, dishes	80
· sporting and recreation equipment	60
· garage, parking	60
· camping	40
· playground for children	20
· garden, orchard	60
· sauna	13

Source: Own compilation based on research.

Factors facilitating the development of agrotourism and the level of profitability of agricultural farms

Factors facilitating the development of agrotourism in rural areas of Poland are mostly the competitive prices of agrotourist lodging in comparison to typical recreation centres, where prices are comparable to prices offered abroad (Kurek 2004).

Offering tourists the basic elements of a tourist product such as lodging and food, is an alternative way of using family potential of an agricultural farm as well as a source of additional income. Moreover, fulfilling various needs of tourists in terms of recreation and an interesting way of spending time creates further employment possibilities and an additional source of income.

The majority of surveyed respondents stated that of the greatest significance in development of agrotourism are resources and development of a municipality where an a farm operates. The most frequently mentioned one was an overall development of the municipality and development of social and technical infrastructure (13% indications each). Of significant importance are also: landscape protection, clean environment, settlements’ development and preservation of local culture (9% of indications). The least important factors appeared to be the change of customs and attitudes of a population and providing income for people (8% of indications each).

Creating favourable organizational – financial conditions would contribute to farmers’ increased interest in pursuing agrotourist activity, increase in the number of tourists and increase in numerous financial and non-financial benefits to rural population (Kurek 2004).

Agrotourism as an important factor in economic development of rural regions also stimulates social development. By getting to know the values of an agricultural farm, work performed in agriculture, lifestyle, traditions, cultural values and customs, tourists become more respectful of them – which in turn increases the sense of self-worth in people living in the country, awakens local patriotism etc. The presence of tourists on a farm and in the country increases the concern for cleanliness and aesthetics, improving in the long run the quality of life of local villagers.

In the examined agrotourist farms income obtained from agrotourist activity accounted for 20% of total income. The main source of income, constituting 45% of profits was income from agricultural activity, only 10% of income came from non-agricultural activity (table 6).

Income obtained from agrotourist activity is only an additional mean of sustenance, more importance in this arrangement is given to agricultural activity. Not without significance are pensions and retirement payments received by family members. The share of income from agrotourist activity is not significant, which considerably hinders the development of such activity in the examined establishments. It is essential to increase earnings from this type of activity, which will allow for better functioning of the examined establishments.

Table 6. The structure of income obtained in the examined farms (in %)

Specifications	Structure in %
· running an agricultural farm	45
· agro-tourist activity	20
· non-agricultural activity	10
· retirement payment, pension	15
· paid employment in a working place	10

Source: Own compilation based on research.

The development of agrotourism creates opportunities for growth for other business activities because it attracts tourists and generates demand. It forces a necessity to engage in and expand industries like trade, gastronomy, hair styling and cutting services, transport, recreation and sport. It increases demand for food products and catering. Bakeries, butcher’s shops and small food businesses etc. come into existence and expand their activities. New jobs are created. Therefore, it can be stated that agrotourism leads to the creation of many non-agricultural sources of income. It is an opportunity to stimulate business activity in rural areas (Sznajder, Przezbiorska 2006).

Agrotourism is mainly an additional source of agricultural income for rural population. It forces development of local infrastructure such as environment protection machinery, recreational and sporting equipment, retail outlets, catering services and others. Socio-economic benefits derived from agrotourism are connected to stimulating development of agricultural farms and small trade, production, and service companies.

Conclusions

Agrotourism is an important form of agricultural farms’ diversification, which means taking advantage of resources that an agricultural farm possesses in pursuing non-agricultural activities. Agrotourism development means introducing into rural areas new non-agricultural functions, which are a vital condition for multifunctional growth. This growth ought to be accompanied by agriculture restructuring and modernization processes, and as a result a number of jobs should increase, unemployment should decrease and rural population’s economic activity should develop.

Economic importance of agrotourism is connected to vocational elicitation of rural population. It is based on the transformation of agricultural activity into service activity. This creates new jobs for people previously employed in agriculture and for people residing with them.

The necessity to meet various needs of tourists staying in rural areas creates in turn the need for a team effort of rural population to create a versatile offer including lodging, food, recreation, sightseeing, as well as to create appropriate methods of reaching city dwellers with this offer and convincing them to purchase it.

A factor that encouraged respondents to engage in agrotourism was largely the prospect of obtaining additional income and the fact that a farm was located in a commercially attractive area (tourist potential, availability of transport, condition of natural environment). In accordance with a tendency existing in this industry, agricultural tourism is an activity undertaken by small and medium-size farms, for which agrotourism is a part that supports agricultural activity.

Agrotourism can become an especially important source of income for population related to small agricultural farms with production on a small scale and low yield of marketable agricultural output. Agglomerations of small, dispersed farms are located i.e. in the eastern and south-eastern parts of Poland, which are geographically and scenically attractive regions with regard to tourism. Agrotourism is also a realistic form of non-agricultural activity in areas typically located in close proximity to large cities.

Revenues from agrotourist activity obtained by farmers, initially considered supplementary, can in time evolve into the main source of income, especially in regions with high natural potential that are favourable to recreation and tourism.

Litarture:

DRZEWIECKI M. 1995: Agroturystyka: założenia – uwarunkowania działań. Instytut Wydawniczy „Świadectwo”, Bydgoszcz: 45-38.

JĘDRZEJCZYK I. 2001: Ekostrategie w zarządzaniu firmą. PWN, Warszawa: 89-94.

KORZUCHOWSKA B. 2000: Wybrane piśmiennictwo z zakresu agroturystyki. PWN Warszawa: 40-68.

KUREK K. 2004: Turystyka w rozwoju lokalnym. PWN, Warszawa: 56-98.

SZNAJDER M., PRZEZBIÓRSKA L. 2006: Agroturystyka, PWE, Warszawa: 56-78.

WOJCIECHOWSKA J. 2002: Uwarunkowania rozwoju agroturystyki w Polsce w świetle zmian ilościowych. Wyższa Szkoła Turystyki i Hotelarstwa, Gdańsk: 49-89.