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Abstract
This study examines factors influencing agritourism participation and willingness to pay for locally produced food in Georgia, based on primary data from a Qualtrics survey of 374 respondents. The findings show that younger, higher-income individuals with strong motivations for scenic and rural experiences are more likely to participate in agritourism. Constraints such as a lack of interest from family and friends negatively impact participation, while a preference for both day and night activities boosts engagement. Structural Equation Modeling identifies attitudes toward local food as a primary driver of WTP, mediated by environmental concern, health awareness, personal image, and product quality. The Multinomial Logit Model reveals that favorable attitudes, younger age, education, higher income, and marital status are key predictors of higher WTP. Recommendations for stakeholders include targeted marketing, improving accessibility, launching educational campaigns to promote agritourism and local food systems, and strengthening participation and economic sustainability in Georgia’s agritourism sector.