Exploring the connection between agrotourism, rural tourism value chain, and
wellness tourism is essential, as the term agrowellness has not yet been
well-established in professional and scientific literature. This study aimed
to assess the current state of agrowellness offers in farm stays in
Slovenia's Eastern Cohesion Region, a less developed tourist area compared
to other leading destinations in the country. The study focused on
determining if there is a connection between the development of
agrowellness offers and the specialized label of a tourist farm that
provides a healthy living experience. Additionally, the survey aimed to
identify any statistically significant differences in the development of
agrowellness offers based on selected general characteristics of the
farmland, such as the location of the tourist accommodation farm, farm size,
farm self-sufficiency, and the age of the operator of complementary
activities. A quantitative structured observation method was used to assess
the state of development of agrowellness offers on farm stay in Slovenia,
specifically in the Eastern Cohesion Region. Five main themes emerged from
the study, along with some fundamental characteristics of the tourist
accommodation farm. These themes include sports and recreational activities,
healthy diet, mental wellness, healthy lifestyle activities, and wellness
services, as well as other rural tourism offerings. The over-all assessment
of the wellness offer showed that the sampled farm stay underperformed
compared to the average, but still had potential for further development.
The healthy diet and sports and recreational activities segments received
the highest ratings. Statistically significant differences were observed in
the mental wellness segment, where farm stays with more than 34 hectares of
land had more advanced mental wellness offers. Additionally, farm stays
with operators of the complementary activity aged 50 or older had a more
developed wellness offer in the sports and recreational activities segment.