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Abstract
Agriculture has taken on a multifunctional role and link with tourism is
required to protect and exploit its “historical” resources (heritage) as a tool of
interconnection between local products, countryside, traditions, cultural values but
also to place emphasis of the territory and communicate it. The aim of paper is the
role assumed today by firms in particular those that support rural tourism. The
objective is to assess the relationship between the company image, the
entrepreneurial behavior built according to values, “typical” signs, historical
resources of the rural world and the spin-offs on the territory. The paper shows the
utility for rural tourism development: the heritage, which is often well preserved in
rural areas is a valuable resource to integrate with management providing useful
help as a vehicle for economic benefits also for agricultural regional development.