Wage Determinant Factors for Farm-Support Paid Volunteers: Emerging Co-Creating Rural Tourism Addressing Labour Shortage in Rural Japan

Volunteer tourism is garnering growing attention across various fields, allowing tourists to both consume and co-produce tourism services. In agriculture, however, this remains underexplored, despite a worsening farm labour shortage due to ageing populations and a lack of successors, particularly in industrialised nations. This issue threatens farm productivity and food security. This paper addresses this research gap by examining paid volunteer tourism platforms in Japan. It presents a framework highlighting the co-creation of local tourism demand and analyses wage determinants across 138 farms. Results show that corporate farms engaged in direct sales offer higher wages, especially when prices are elevated or locations are remote, suggesting wage premiums reflect labour shortages. Accommodation and Wi-Fi provision depend on farm finances and unused facilities. Organic and GAP-certified farms offer lower wages, likely due to higher production costs, despite producing value-added goods. As platform-based paid volunteer tourism meets the needs of both farmers and volunteers, its prevalence is expected to increase.