- Year: 2011
- Author: Brandth, Berit; Haugen, Marit S.
- Journal Name: Journal of Rural Studies
- Journal Number: Vol.27, No.1
- Country: Norway
This article deals with how diversification and transformation of farming into tourism may influence the social identity of farmers. Based on a study of 19 farms run by couples engaged with agritourism, it shows how the development of tourism on the farms can be understood in a perspective of repeasantization; and how the couples draw on their farm resources, culture and place to sustain the farm. As hosts offering local food, stories, and various activities, they mediate a strong farm identity. The article also explores how farm identities change through three processes by which the 'new' work of tourism destabilizes identities. One is a shift in the meaning of farmer identity. Another is the gradual change towards a new master identity, and thirdly there is a multiplicity of identities that shift as they relate to various social memberships and settings