Regional Mountain Conference

Alpine agritourism faces an underconversion problem: despite high market potential, participation among adults 65+ is suppressed by accessibility barriers, indicating latend demand that can be activated through better supply–need alignment (Tao et al., 2025; Plaikner et al., 2025; Aggarwal et al., 2024). Demand for accessible farm services is rising with demographic change (Eurostat, 2023; Otoo & Kim, 2020; Wydler & Picard, 2010). Accessible tourism appeals to seniors interested in farm vacations, enabling farm diversification and supporting regional development (Tang et al., 2026; Ferrara et al., 2023). We conceptualise accessible agritourism as a socially responsible consumer choice contributing to socially sustainable mountain destinations (Groulx et al., 2024; Wieser & Hemetsberger, 2024; Barbieri, 2020).
We distinguish hard barriers (e.g., absent step‑free routes, inaccessible bathrooms) and soft barriers (e.g., opaque information, complex booking, unreliable transport) and advance an accessibility‑by‑design logic that proactively bundles features so experiences are usable, predictable, and low‑effort (Klaus et al., 2024; Buhalis & Darcy, 2011). A 2×2 grid (market potential × barrier level) frames the trajectory from high barriers to high participation, operationalised via five bundles aligning offer attributes to older adults’ needs: P1 safety/predictability, P2 tempo/comfort, P3 social connection/learning, P4 clarity/predictability, P5 low‑effort logistics (UNWTO, 2015, 2016, 2019). Journey priorities include simple change policies and bundled transport at checkout; coordinated, step‑free arrivals; paced core experiences with rests/shade and small groups; reliable departures with minimal walking; and structured aftercare/feedback (Plaikner et al., 2025). Information functions as infrastructure: users explicitly request a discoverable “Accessibility” section/icon; standardized, verified facts reduce uncertainty (Darcy, 2010; UNWTO, 2019).
Evidence stems from a mixed‑methods preliminary study spanning 14 sub‑studies (2020–2025) across five Alpine regions, media analysis, ethnography, surveys, co‑design workshops, to ensure generalisability (Plaikner et al., 2025). A two‑wave senior survey shows perceived usefulness drives adoption and digital barriers decline after guided interventions, though security and two‑factor authentication concerns persist (Tang, Xu, & Wong, 2026). A complementary paper‑based survey found 22.7% face digital planning difficulties despite 72.7% searching online (Plaikner et al., 2025).
Implications: institutionalise verified accessibility standards and disclosures, coordinate first/last‑mile mobility, manage pace/crowding, co‑fund retrofits, and build workforce capability (UNWTO, 2015, 2016, 2019). Systematic attribute–need alignment across P1–P5 can remove barriers, activate latent interest, and deliver more inclusive regional benefits in Alpine agritourism (Buhalis & Darcy, 2011; UNWTO, 2019).