Smart Agritourism: The Role of Digital Tools in Enhancing Visitor Experience and Farm Profitability

Abstract

In the context of economic and digital transformation, this study examines how digital technologies shape the economic performance of agritourism in Slovakia, with a particular focus on identifying the key drivers of farm-level profitability. The research applies a panel data regression model combining regional statistical indicators, survey-based measures of digital skills, and digital platform metrics for the period 2022–2023. The results provide robust empirical evidence that digital readiness is a stronger determinant of agritourism profitability than tourist volume. Specifically, the intensity of online booking usage and the level of farmers’ digital skills emerge as the most important predictors of income growth. Rural education and regional economic conditions reinforce this effect, whereas tourist flow is not a significant profit driver. These findings highlight that agritourism performance increasingly depends on the ability of farms to adopt and effectively manage digital tools rather than on destination attractiveness alone. The study contributes to the smart agritourism literature by empirically demonstrating the central role of digital capabilities and human capital in enhancing rural economic resilience and competitiveness. The results have important implications for agritourism practitioners, emphasizing the need for targeted support for digital transformation, digital skills development and rural digital infrastructure.