Farmers’ preferences and willingness to pay for agritourism development: Evidence from rural areas in the Qinba Mountains, China

Agritourism has emerged as an important mechanism for integrating agriculture and tourism, providing diversified recreational experiences while supporting rural economic revitalization. However, little evidence exists on how farmers value and trade off different attributes of agritourism development. Using a choice experiment (CE), this study examines farmers' preferences for agritourism participation through the lens of the motivation–opportunity–ability (MOA) framework. Using field survey data from 539 farmers in China's Qinba Mountain area, the study provides evidence from the mountainous region with rich agritourism resources. Farmers generally favoured agritourism development over the status quo. Within the choice experiment, the ecological environment had the highest estimated marginal willingness to pay (WTP), at 91.35 Chinese yuan (CNY) per household per year, followed by technical guidance and training at CNY 85.10 per household per year. Analysis incorporating the MOA dimensions and three variables extending the framework identifies heterogeneity in farmers' general inclination towards participation, while livelihood type, health status, and cooperative membership moderate preferences for specific development attributes. By integrating the MOA framework with a choice experiment, this study clarifies both what farmers value in agritourism development and why their general inclination towards participation differs.