Integrated rural tourism assumes a pivotal role in the regeneration of rural areas. The farmer's transition towards rural tourism is influenced by diverse macroeconomic and microeconomic factors. This paper contributes to the debate on tourism-based farm diversification by cross-fertilizing 3 theoretical domains-integrated rural tourism, cultural contexts, and rural entrepreneurship-in order to investigate how national cultural dimensions can influence European rural entrepreneur diversification into the tourism sector. To address our research question, we analyse the tourism-based diversification of farmers in 17 European countries that have instituted the European Rural Development Policy of 2007-2013.

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International Journal of Tourism Research
Erasmus MC: University Medical Center Rotterdam

Calza, F. (Francesco), Go, F., Parmentola, A. (Adele), & Trunfio, M. (2018). European rural entrepreneur and tourism-based diversification: Does national culture matter?. International Journal of Tourism Research. doi:10.1002/jtr.2215