Human Sustainability Capital in Agrotourism: An ESG-Integrated and Emotional Labor Approach with Case Studies from Maramureș and Bucovina, Romania

Agritourism is increasingly recognized as a driver of sustainable rural development, yet research has often focused on ecological and economic outcomes while neglecting the human capital that sustains service quality. This study introduces the concept of human sustainability capital and links it with the ESG (Environmental, Social, Governance) framework and emotional labor theory, using case studies from Maramureș and Bucovina, Romania. Data were collected in summer 2025 through two surveys: one of 120 tourists assessing satisfaction, challenges, and improvement needs, and one of 45 agritourism hosts and employees examining emotional labor, job satisfaction, and ESG-related practices. Tourists reported high satisfaction with hospitality, food, landscapes, and cultural authenticity but noted shortcomings in infrastructure, activity variety, and crowding during peak seasons. Hosts and employees showed strong motivation and cultural pride, with genuine engagement more frequent than surface acting, yet many reported fatigue, low pay, and limited access to training. Social and cultural benefits were evident, environmental practices were modest, and governance emerged as the weakest pillar. Strengthening governance through professional development, fair labor conditions, and infrastructural support is crucial to maintain authenticity, protect cultural heritage, and ensure the long-term resilience of agritourism.