INNOVATION IN AGRITOURISM AS PERCEIVED BY STUDENTS OF UNIVERSITY OF LIFE SCIENCES IN LUBLIN

摘要

The article discusses the problem of innovation in agritourism, which was analysed based on literature on the subject and surveys conducted at the University of Life Sciences in Lublin among students enrolled in bachelor's and master's degree programs in Economics, Spatial Planning, Tourism and Recreation, and Landscape Architecture. The primary research problem is: do students acknowledge the important role of innovation in the development of agritourism in Poland? To gain deeper insight, it was also important to gather information about the opinions of the young people on the advantages of Polish agritourism and the factors driving its growth. The following research hypothesis is also put forward: “Young people value innovation in agritourism with regard to organisation and marketing; with regard to the agricultural product, they display a more traditional approach: scenic surroundings, traditional food, exposure to folklore, quiet surroundings, contact with nature,” which has been confirmed by the study results.