CULTURE , RELIGION, NATURE :

A VIRTUOUS CHAIN OF RURAL TOURISM IN ROMANIA

THE CASE OF THE MONASTERY OF THE AGAPIA VALLEY

1Stejarel BREZULEANU

2Adriano CIANI

3George UNGUREANU

4Tiberiu IANCU

1 Director of Department of Agroeconomy at the University of Agriculture and Veterinary Medicine of Iasi ,

Romania, stejarel@uaiasi.ro 2.Full Prof. in Agricultural Economics and Farm Appraisal at the University of Perugia, Italy,

adriano.ciani@unipg.it 3 PhD, Lecturer at the University of Agriculture and Veterinary Medicine of Iasi, Romania, ungurgeo@uaiasi.ro

4 Assoc. dr. at the University of Agriculture and Veterinary Medicine of Timisoara, Romania, iancut@yahoo.com

Key words: Rural Tourism, Rural Tourism Supply, Sustainable Rural Development, Tradition,

Innovation, Religious Tourism .

Article type: Case study

Abstract

Romania has a significant potential for the development of rural tourism. The villages

in the mountainous areas of Neamt County are regarded as promising options for the future, as

economic development can be achieved, predominantly due to forestry, with favorable effects

on attracting and retaining population in rural areas. The boosting business is favoured by the

natural resources and social-cultural development.

A country still significantly related to the agricultural sector reveals a cultural heritage

of immense value mainly related to the strong presence of Orthodox Monasteries of great value

both in terms of historical, cultural and natural beauty.

In rural areas of the Monasteries of inference is developing a domestic and international

rural tourism that promotes the quality of the development of local populations.

The research aims as a case study of the reality of the Monastery of the Valley Agapia

located on the south of the city of Suceava known as the capital of Bukovina. The aim is to

verify how the model of bottom-up Agapia is repeatable and transferable to other realities of

Romania and Central and Eastern Europe.

The method is based on an empirical investigation of the social-economic reading of the

Valley and on the economic and organizational analysis of 10 companies of rural tourism

established after 1991. The survey focused on 5 objectives: justification of the choice,

investments, number and type of guests, employees, creation of liquidity. The materials are

derived from direct surveys in the field.

The results show that the presence of the Monastery is a catalyst determining the birth

of the Tourism activities for both the attraction of historical- cultural and natural that more and

more also raises the enhancement of local agricultural products and local cuisine.

It is a practical option when the tradi- ovation (tradition and innovation) can if well

directed lead to a significant enhancement and promotion of many rural areas still arrears

towards a perspective of quality of life for a future of prosperity of these areas.

1-INTRODUCTION

Rural tourism is a combination of agricultural activities with tourism services inside the

farms. This is a complementary solution for supplementing the income from agriculture. It also

has positive effects on the economic and social activities as it gets the contact with the tourist

in rural area, and providing them partial feeding of local products. Within the agritourist farm

there must take place at least one activity related to agriculture, animal husbandry, cultivation

of different types of plants, orchards, etc..(Bourdeau-2008, Ohe- 2003)

The basis for investment in the feasibility study and supporting statement should be noted

the specific activity of the beneficiary, i.e. crop farming, fruit growing, livestock farms, etc.

The agricultural enterprise and now a pension includes the rural, diverse, integrated and

sustainable agriculture (Ciani-1996, Ohe -2000). The tendency of the current market might

make the farm as a fashion of short-term market demand for tourism in general. A moving train

is an opportunity excellent not to miss.(Ciani-1999)

The perspective and to create a network system of farm groups who can offer specific

services and a distinctive, cuisine, etc. The success also depends on the capacity is not 'to

emulate and copy other situations, but to seek their own path of local and / national to exalt the

character of diversity and now one of the most important values that each rural community

offer. (Lane -2009,Ungureanu- 2011,) In the future, and the writer believes that among the

different forms of rural tourism activities linked to the agri-tourism can in other hands the

agricultural perspective is more coherent but also more solid foundation for the future. As

regards the Italian situation can emphasize the following.(Ciani - 1998)

This virtuous cycle of osmosis and a significant positive trend with the creation of

synergies between the integrated activities primary agricultural products typical of endogenous

enhancement, promotion of production, and image of the typical rural setting and regional.

This needs to be primed and triggered a process in which the "weak rural areas" gradually

transforming in "areas of strength" of the future model of sustainable rural development.

It should stimulate research and product innovation activities and processes that do pass

the current field by spontaneity to a strong rural development perspective toward the year 2020.

2-LITERATURE REVIEW

In the Global Paradox Naisbitt (1994), highlighted how in the age of communication

enhanced by the development of ICT pictures of places, monuments, landscapes come to touch

more and more people. This logically should lead to a increase from the people's "thirst" of

travel. The paradox is that the more images touch people and they have “more desire to touch

directly with his own hand” the places and the "thirst" of travel tends to increase. In this trend

of tourism growth by mass tourism becomes more and more niche tourism. This character of

alternative tourism has increased over the past two decades and the world exploded rural

tourism and agri-tourism (Lane- 2009)

The phenomenon of rural tourism and agro-tourism a according to many authors is a

mature product that needs to have a real future in order to capture all the opportunities and

trends on the world tourism movement.( Wang-1999, Zapata, & Others -2013, Hall-2014, Wilson,& Others 2001, Mukesh & Chandra-2003,William & Others -2012, Kastenholz-2013,

Komppula-2005, Suni-2011 )

In recent years, rural tourism has gone through significant changes. (Lanfranchi-2010,

Lobo-2001, Sharpley-1997).

What was once an activity primarily focused on usage of national parks has evolved into

an area of interest now deemed to have considerable potential for rural development. One

aspect of this change in status is the vocabulary used to describe various types of rural tourism

activities. For example, some studies refer to outdoor-based tourism as "ecotourism," while

other publications use the term "nature-based tourism." (Uriely-2003). Although these two

terms are not technically synonymous - the term "ecotourism" suggests activities that promote

conservation of nature, while "nature-based tourism" is evocative of a broader spectrum of

outdoor-based recreation, including hunting, fishing, camping, and the use of recreational

vehicles - they reflect a change in perspective in the tourism industry. (Dinu -2011)Religious

tourism linked to the culture, the tradition, the natural environment and the amenity of the holy places,

are taking a profile of considerable interest primarily as integrated activity to small-scale agriculture.

(Timothy & Olsen, 2006, Oviedo & Others -2013, Barbu- 2012)

One very relevant case is Agapia Valley located in the Neamt Province in Romania

where, in the last ten years, there has developped an intersting tourism movement linked to

cultural religious, ancient traditions, environment and agriculture.

3-RESEARCH DESIGN, MATERIALS AND METHOD

3.1-Research Design

Romania is a country that since the last decade of the last century has started a positive

development of Rural Tourism. In 1994 and ANTREC was founded – National Association of

Rural, Ecological and Cultural Tourism which aims to develop strongly with the logo

“Holidays in the country” a source of stimulation to rural tourism linked to the ecology and the

culture. The motto of ANTREC is “let tradition become a habit not just a legend”. In this

context, in recent years in the country is taking share and importance of rural tourism linked to

the presence of Orthodox Monasteries of high prestige which are widespread in much of the

country, especially in mountain areas and high hills. One of the regions of interest and the

Bucovina Monasteries in which Putna, Voronetz, Agapia.

The case study related to Agapia Monastery in Bucovina region is placed within the

framework of the Project on monastery rural tourism but it does represent a first contribution

that can have a repeatability and transferability in other areas of the country.

3.2-The area of survey

At 15 km distance from the firm headquarters in Agapia, is located Târgu-Neamţ town,

an important centre of communication lines and tourism from that zone, ensuring the link of

Neamţ monasteries with those from Northern Moldova, with numerous places and historical

localities, with Izvorul Muntelui lake in Bicaz, with Ceahlău Mountain and Cheile Bicazului or

other important health resorts.(Minciu, 2010)

Agapia locality includes within its region surface the forest, pastures and arable and

these have influenced the living standard of the inhabitants emphasizing their preoccupations in

timber industry, animal raising, plant cultivation.

From this brief presentation one can conclude that Agapia locality has mixed functions

in which agricultural function is dominant, being followed by timber industry, light industry

and other services. The cultivated lands are not sufficient to retain the labour power, nor the

timber industry, which has caused the migration of the seasonal or permanent labour power

towards other localities from the county or from the country.

Located on the valley of the creek Agapia–Topola, at the foot of Magura hill, Agapia

Monastery is the only monastic settlement in the country that bears the name of “Love”, which

comes from the Greek “agapis”. This means that its very name is intriguing because the

translation of Agapia valley is “ Love Valley”. Fig.1

Fig 1 Agapia Valley

3.3- The Rural Tourism Movement in Romania and in the Region of Agapia Valley

In the context of the economic situation of tourism and agritourism in the mountain

area, Agapia Valley needs a change of attitude and strategy for the achievement of targets to

revive this area and develop it to European standards. In these circumstances, upgrading and

promoting the local tourism product is one of the objectives of the employers from tourism and

catering operators in Neamt County – ASOTUR. Due to the work of its members became

establishment until today, an active presence in relation with decision makers involved in the

smooth operation of economic and social life in order to increase the competitiveness of

tourism in Neamt County. (Szabo,201.

Agri-tourism is an activity whose raw material is the environment and attractive areas

generate a wide range of forms, able to respond to various tourist motivations. Mountainous

areas of Agapia Valley has a high tourism potential for both domestic investors and for foreign

ones. (Brezuleanu, 2011)

A territory is interesting under the aspect of its touristic potential, when it displays

natural touristic and anthropic resources, whose capitalisation may generate tourist activity and

may integrate it to the domestic and international tourist circuit. (Ciurea, 2011)

Agrotourist activity has two main objectives: recreation and rest for the public on the

one hand, and the increase of the farmer incomes on the other by using their own products and

thus avoiding the transport charges and expenses, as compared to other types of

tourism.(Tanasa, 2011)

Agrotourist implementation in the individual farms may be motivated due to the

following advantages (Brezuleanu 2008):

agritourist activity increases the opportunity of the working place numbers;

ensures the continuity in the rural activities where the population is poor;

the authentic products and the unique experience is valuable within the

individual farms;

provides opportunities to indicate which products are important in the future, for

family consumption or to be used in tourist activity;

may generate incomes in non-active seasons for agriculture;

provides opportunities to create the recognition of the farmers (land-owners)

who are practising this activity;

increase the level of the social behaviour as related to other members from the

same or from another community;

The incomes and pilgrimage to individual farms stimulate the rural development,

constraining new relationships in agricultural private domain with natural resources and

environment preservation.Majority agritourist pensions of Agapia commune, Neamt County

carries out its activity in accordance with the Romanian legislation regarding the commercial

societies, according to society contract and regulations. The activity objective of these societies

is represented by:

a) land cultivation of any nature as title, for example: field cropping, fruit-tree

plantations, green houses, fish ponds, piscicultural planning, farm animal breeding;

b) processing and selling of the products of animal origin;

c) activities of agrotourism, lands and spaces afferent to them.

The labour power absorbed in agriculture is numerous exceeding 70% from the active

population and 48% from the total number of population. The survey try also to verify for that

this strong social situation in the rural area.

3.4- The survey

3.4.1-The methodology

The data was collected by means of questionnaire given to tourists that used the

services of the above mentioned touristic structures. The results reveal the fact that the natural

potential in Agapia Valley is not sufficiently put into value, by offering extra-services to the

clients.

The method is based on an empirical investigation of socio- economic overview of the

Valley and the economic and organizational analysis of 10 companies of rural tourism

established after 1991 focused on 5 objectives: justification of the choice, investments, number

and type of guests, employees, creation of liquidity.

The materials are derived from direct surveys in the field. The research is quantitative

because this study aims for a description of the problem and the behaviours of a population to

be studied. The instrument used in research is the questionnaire .

3.4.2-The Materials

First at all the material used in the research is represented by a large bibliographic

research. After this was created and used in a direct survey a questionnaire that was delivered

at 10 agritourist farm in the Agapia Valley.

4-RESULT AND DISCUSSION The results of the research are highlighted in the Table 1-This 10 agrotourist farms of

Agapia Valley have average 10 rooms, a restaurant with 40 seats average .

The arable land for the field crop (average 1,6 ha is organized in three field system,

being cultivated with rye, maize, potatoes. Zootechnical micro-farm is structured on several

branches, namely: cattle, swine, poultry raising. All these branches supply the micro-restaurant

with animal products and subproducts. The agritouristic farms is an individual one, with a close

circuit for the personal use of the products. Just a part of the young animals are slaughtered and

a part of the meat is used by the micro-restaurant. The other part of the livestock is for

sale.When speaking about the authenticity of an area should be discussed the following items:

traditions, customs, dress, lifestyle of locals, their culture and beliefs, the architectural style of

homes and buildings in the area, language and cultural manifestations. The rural localities of

Agapia Valley are observed by tourists for the authenticity of the area, traditional customs,

folk and artistic events occurring in the study area.

Tab 1-The results of the survey

SECTOR/ASPECTS DETAIL AVERAGE/DATA

Firm identification -Surface of the land in Ha 6830

-Surface of the building in s.m. 390

-Number of room for the family and for the guest 10

-Restaurant activity(seats) 40

-Supply of the free time activities in the firm Tenis, volei,ski

- Presence for day(average) 12

-Meals sales for days(average) 32

-Average Price of the room per diem in Lei 99

-Average price for meal in Lei 32

Justification of the

Investiment

Income increasing

Type of Investment -Age of the original building in years 10,8

-Originary surface and room 8/300

-New surface constructed s.m. 90

-Total amount of construction investment in Lei 79000

-Total amount of the investment of the tools for the services

in Lei 38300

-Time of the establishment of the rural tourism activity 12 Months

- Modality of the financing.. Banks

-Eventually support by the EU financial Instruments EFARD

The Guest feature -Average yearly domestic guest 313

-Average yearly foreign guest 45

-Countries of origin of the foreign guest Moldova, Russia,

Poland, .Motivations of the arrival of the guest Visit of county area,

Monastery of

Agapia, Transit

-Average age of the guests 44

-% of the family group in the total.. 43

-Average Duration of the Staying of the guest 2

- Modalities of transport used by the guest for the arrival and

departure Car

-The yearly period of maximum presences Summer

-The yearly period of the minimum presence Winter

1-Full time of the family 2

Employed in the

activity

-Number of female employed 3

-Number of male employed 2

Business aspects -Total amount of the liquid money average per year the firm

spent(cash output) in Lei 23900

-Total amount of the liquidity money average per year the

firm receive(cash entry) in Lei 34400

-How it’s the % of the Rural tourism influence in the total

budget of family… 53

Linkage with the

Agapia Monastery

-The arrival of the guest it’s (strict, high, little) linked with

the activity of the Monastery. Strict

-The firm have a direct collaboration (strict, high, little) with

the Monastery. Little

-The restaurant sale a special and typical food of the valley

(Yes, Not) Yes

-The firm promote the rural culture of the Agapia Valley ?

(Yes, Not) Yes

Source: Own elaboration

The average presence for day is 12 people for the room and 32 are the meals distributed

at the restaurant. On average, there are 12 guests occupying the rooms of an average farm and

32 meals are served per day.

The average price is 99.32 Lei that is EURO 22.7 per meal.

The motivation for the selection of the type of business and investment given by the

family: the need to increase the family income.

The total amount of the investment made (total average between construction and tools

and services) equals 117.300 Lei corresponding to 26000 EURO. This time of the bureaucratic

procedure to enable investment and averaged 12 months. The funding come from banks and

from the media for a part of EFARD - European Fund and Rural Agricultural Development.

The number of visitors who come each year to the boarding houses was 358 of which

313 domestic and 45 foreign .

The origin of tourist coming from Moldova, Russia and Polonia. The age of the guests

and the media of 44 years and % 43% of family groups . This confirms that it is a niche

tourism that attempts to get the family to relax is relevant. The mainly tourist arrive with car ,

stops on average two days and traveling especially to have contact with nature and to visit the

Monastery of Agapia .

The period of minimum presence of tourists is winter. The activities between familiar

and external workers an average is people including 3 females and 2 males. Average on an

annual basis each firm has a cash outflow amounting to EURO 5300 and EURO 7644 with an

entry of the creation of net liquidity amounted to 2344 EURO per year. Since the total

investment of 26000 EURO considered that the supports of the EU through EFARD reach of

some 30% you can estimate that the Payback Period and up to 10 years.

This confirms the goodness investment even of the fact that the presence of the farm

creates an annual salary from scratch on the basis of domestic prices in Romania.

The survey showed one last linkage between the presence of the Monastery and agritourism

activities .

5-CONCLUSIONS

By particularizing the Rumanian rural tourism, it took birth a series of new forms of

tourism, specific to the niche tourism, known to the public under different relevant names:

gastronomic tourism, landscape tourism, religious tourism, biking tourism, ethnographic

tourism. Lately, in the Romanian rural tourism it can be observed the tourists’ preference for

the accommodation structures classified at three stars (especially for the rural boarding houses).

The rural localities surrounding Agapia region have favourable conditions for carrying

out tourist activities. That’s why the existent agricultural exploitations may diversify their

activity and set up micro-farms of agrotourist type. The research on the case study confirmed

that the farm activities linked to religious tourism where all the facilities are met and the

settement is rich in natural resources and local traditions (both for cooking and culture) can

offer to rural tourism the way to success in times when it is spoken of need offer reinventing

rural tourism.

The analysis of 5 - objective aspects : justification of the choice, investments , number

and type of guests , employees , creation of liquidity has shown that the activity stimulated by

the presence of a religious site has an impact both socially and economically FEATURE in

times of strong global crisis , in fact considered very important

The case study of Agapia Valley can be a repeatable pattern and retraced in all areas

of the world to any religion in geographical areas that have the caliber of sites with strong

natural attraction, culinary and cultural. The linkage with culture, nature and nature could be

one of the road map to develop the touristic movement in Romania and particularly the

agritourism and rural tourism. This specific innovative activity of rural tourism in 21th

Century

it must be investigate in the other Region of Romania and in other areas similar in the Europe

and of the world.

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ISBN 978-9928-4209-5-4

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