AAWE, Economics Dept, New York University, 19 W 4th St, 6Fl., New York NY 10012aawe@wine-economics.org

AAWE Working Paper No. 103 – Economics


Agricultural landscape, vineyards and tourism flows in Tuscany, Italy:
Results from an applied economic study

Paulo A.L.D. Nunes and Maria L. Loureiro


It is widely acknowledged that landscape features can play a major role in determining tourism demand. The analysis presented in this work aims at assessing the impact of agricultural landscape and high-quality wine production on regional tourism flows. This paper focuses on Tuscany, a major touristy region in Italy renowned for its pleasant climate and enchanting countryside. Thus, agricultural landscape and high-quality wine production have been included as explanatory variables in a regression model encompassing also the socio-demographic and geographical characteristics of each municipality, accommodation availability, the presence and availability of protected areas and the main types of tourism attraction factors, such as art and proximity to the seaside. This model has been run tourist demand, which has then been disentangled into the international and domestic markets. Results allow concluding that agricultural landscape and the production of quality wines represent a positive externality for tourism flows. A monetary evaluation of the impacts of agricultural landscape and wine production has been performed. The results show that the yearly contribution of these externalities to the revenue of tourism services differs across the provinces. This can have important policy implications for tourism promotion choices and allows drawing a profile of the average tourist visiting different parts of Tuscany.