A Comparative Analysis of the Role of Agrotourism, Rural Tourism and Ecotourism for the Development of Italian and Japanese Rural Areas

The authors, experienced a three years joint research titled A.TJJ.R (AgriTourism Italy and Japan Joint Research). The strategy of production diversification, the vertical and horizontal integration, the process and product innovation seem to be a possible option for the vitality of agricultural enterprises. These activities insert a virtuous circle in these farms and in the areas where they are carried out. The authors present, through a theoretical analysis and real cases, the influence of this strategy on a farm in Umbria region of Italy with some final considerations regarding Italian and Japanese agritourism activity and perspective.