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Mycotourism is an innovative tourist product linked to rural tourism and offered as an alternative to the use of a forest resource. Here we aim to identify which tourism products have a connection to mycotourism and which mycological activities most attract people to the product. Results identify wine tourism, religious tourism, and spa tourism as the tourism products most closely connected to mycotourism. Visiting truffle festivals, mycological parks and hiring a mycological guide are the most frequent activities. Practical applications of the study include marketing that can be used by public policymakers and private companies alike to promote the area.

Demand for mycotourism products in rural forest areas: a choice model approach