Digital Nomads and Rural Revival: The Potential of Slovenia's Tourist Farms
Exploring the synergy between digital nomads and Slovenia's tourist farms to combat rural brain drain and boost local tourism
Given the gentrification narrative around the digital nomad movement (DN) and overnomadism in certain cities, there is a discussion about dispersing nomads to rural areas that would benefit more from this influx than cities already dominated by tourism.
DNs could be welcome in rural areas and even needed, as they could suffer from brain drain or the reverse housing crisis, where houses would need to be renovated and brought back to life.
As mentioned in a discussion on LinkedIn, an important aspect to consider when attracting DNs in rural areas is the community aspect. Without an existing community, or at least some sort of caretaker, serving as a bridge between nomads and locals, it would be difficult for DNs to integrate in rural areas.
Another point that I think is very important is the understanding of the DN segment by tourism businesses in these areas. Whether they provide accommodation, food or tours and activities, they should know this type of travelers and their peculiarities.
Therefore, in this post, I will focus on highlighting the interesting results of a student from our university, in which he investigated the potential of tourist farms in Slovenia to attract DNs, their understanding of the segment and whether a model for receiving help from DNs would be interesting.
The Supply Side
In addition to selling local food and beverages, which are usually their main source of income, tourist farms try to diversify their offerings by providing accommodations on their premises. This, in turn, facilitates the sale of their products to guests who are already staying there.
But in a rapidly changing world, these providers, who tend to be older, face numerous challenges, often related to digitalization. In addition, young people, their children and local youth are massively leaving rural areas to seek job opportunities in cities, contributing to the brain drain of these places.
Meanwhile, there is a segment that could reduce potentially lessen the degradation of rural areas with their long-term presence and skills, while living in quiet areas away from the hustle and bustle, leaving more room for focused work.
Do They Know Who Digital Nomads Are?
With in-depth interviews, the researcher aimed to answer 2 research questions:
What is the knowledge and perception of the representatives of tourist farms about the new segment of tourists called DNs?
How can DNs help these local tourism providers to digitize their offers and develop their digital skills and knowledge?
He interviewed 11 tourist farm owners from different Slovenian rural regions. They primarily live from agricultural activities, but on the side, they are involved with hospitality by offering beds and their products to visitors.
7 of them didn’t know who DNs are, while 4 have already heard about the segment. 2 of those providers have been in contact with DNs before when hosting them at their premises. One of them actually struck a deal with the nomad by offering a discounted stay in exchange for a couple of promotional posts.
3 of those who knew about DNs said that Slovenia should focus more on attracting this segment and building the right infrastructure. They also mentioned they would be happy to host DNs on their premises. With a good internet connection in most rural areas in Slovenia, and close proximity to other main European hubs (Venice, Milano, Vienna, Munich), this is potentially a good fit.
But some of the respondents mentioned a couple of concerns about hosting DNs. One of them, a wine producer, mentioned that he would want a higher turnover of guests as he thus sells more wine. He says that if guests stayed for longer periods of time, he would potentially sell less wine.
The other had a concern that tourist farm providers don’t have enough financial power to accommodate these guests. Perhaps this concern comes from an assumption that DNs, because of their higher incomes, are looking only for premium services and would not settle to live on a simple tourist farm.
Challenges and Willingness to Accept Help
Out of 11 people asked, 10 said they face digital challenges. Nine of them think they need outside help, but two said they might accept help under certain conditions. For example, one would accept help if her son wasn't helping her, and another would consider it if he planned to expand his online presence.
Aside from these, three others also use external assistance. If they don't get professional help, family members or friends help them out. Two of them, in particular, get help from their sons who plan to take over their farms in the future. Even though these sons live away from the farms, one in a foreign country and another in a Slovenian city, one of them is keen to set up online business tools soon because he lives in a different place.
The most common issues these providers face are related to their brand’s visual identity, regular social media posts, cashless payments and outdated or a lack of websites. But besides these challenges, their biggest obstacle seems to be a lack of time and knowledge.
When asked about the conditions for accepting outside help, specifically from DMs, they want a fair deal, suggesting some form of agreement or exchange. They hope the work is of good quality, but some doubt it will be. One is hesitant about this kind of help because he finds it hard to judge the results and doesn't want to host guests who get freebies in return for help, like marketing. Some participants don't trust these helpers, believing they don't always post genuine content, and their followers might not trust them either. While some would happily exchange favors for help, others would only accept assistance for small tasks.
Most respondents believe DNs could help them with their digital challenges, but one disagreed. He would prefer experts to tourists on certain issues. Perhaps he was not aware that a “tourist” could also be an expert in a particular field. Another shared this opinion because she felt that her son was already experienced in this field.
Two interviewees mentioned that guests could better aid digital growth on a farm since they'd get a real feel of the place. Yet, some thought these guests could be a burden. While DNs can do simple tasks, more complicated tasks, like website setup, need farm members' involvement. Especially during the peak season, this can be challenging.
There were concerns about guests posing as influencers and exploiting the hosts. However, some see this as an opportunity for bartering goods or services. Some interviewees are open to DNs helping with other farm tasks, like harvesting. One has often hosted social media influencers in exchange for marketing services, which has benefited her farm's Facebook page with over 7,000 followers.
Another interviewee pointed out that guests, often overwhelmed by their regular jobs, come to farms seeking a connection with nature. Some recognize DNs’ expertise in trends they can't keep up with on the farm. They believe DNs have skills that are foreign to local providers but natural to them.
Respondents are willing to host DNs for weeks or months for free or at a reduced price in exchange for work being done, similar to a Workaway model. Most of them however would like to host them only outside of the main (summer) season.
Challenges and doubts
Some participants also mentioned doubts. Those willing to host DNs are uncertain about how to judge their expertise. They'd like some criteria to measure their skills, like a diploma, work experience, or job title. Right now, they think making an agreement based on an evaluation of the work might be the solution.
They also see challenges in setting clear goals for their work, like getting a certain number of new followers or having a fully functional website. Some suggest that a local or regional organization should employ someone responsible for digitalizing providers and giving them advice. Others mention that guests already offer free help by posting positive comments online, without being asked or paid for it.
There's also a legal concern, as this could be seen as undeclared work and tax evasion, which was mentioned by the participants. This concern was discussed as well in the comments of my post on LinkedIn. If we want to set up a model for DNs to give back to the host communities in a legal way, frameworks for offering this kind of help should be verified in each country.
Next Steps
The research found that the segment of DNs is poorly known among tourist farms. Even those who have heard of them do not know the specifics of their lifestyle and travel choices. Although they did not know much about them, respondents were willing to host and work with DNs if given more information.
Integrating DNs into rural areas, especially tourist farms, is a promising way to counteract problems such as brain drain and the challenges of digitalization.
To realize the full potential of this collaboration, I think the next steps should be considered:
Education: Rural providers should be educated about the DN lifestyle, needs, and potential contributions.
Facilitation: Implementing a connector or caretaker role would greatly improve the integration process, acting as a bridge between DNs and rural communities.
Digital Collaboration: DNs can be a key player in aiding rural providers and their areas. However, this collaboration should be based on clear expectations and mutual benefits.
Legal Framework: Addressing concerns around undeclared work and tax implications is crucial.
Promotion: Actively promoting these regions as DN-friendly through targeted platforms would increase awareness and interest.
With proper understanding, collaboration, and infrastructure in place, rural areas can thrive as new hubs for the DN community, resulting in a win-win scenario for both.
For more details about the research findings, reach out to Tilen Nipič.
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