Tourism Related to Aromatic and Medicinal Plants: Some Practical Evidence

Abstract

This study examines the dynamic interaction between tourism and the Aromatic and Medicinal Plant (AMP) industry in Portugal. An innovative questionnaire was methodically designed, covering a wide range of topics such as pharmacy, tourism, economics, the environment, and circularity. A dataset of 25 separate farmers’ responses was produced by focusing specifically on responses within the tourist sphere. Particularly, six of these participants engaged in tourist activities in addition to regular AMP efforts. The questionnaire, which is organized around three open-ended questions, yields critical information. It identifies the major motivations driving farmers toward more sustainable strategies in their tourism-focused AMP operations. Furthermore, it identifies the major barriers to tourist growth in the AMP business. Finally, it outlines the benefits of more closely connecting the tourism sector and AMP enterprises. This study closes with an in-depth discussion of its most significant implications and conclusions, providing useful insight for industry stakeholders and academics alike.