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New institutional economics focuses on the role of institutions, (such as advisory institutions), in economic development and influencing human behaviour. The aim of this paper is to present the role played by agricultural advisory institutions in stimulating development processes in rural areas. The study involves an analysis of the operations of Mazowiecki Agricultural Advisory Centre in Warsaw underpinned by scientific literature review which illustrate changes in the scope of advisory services provided in the field of rural tourism and the impact this institution has had on entrepreneurial attitudes of rural residents. Agricultural consultancies, through their operations, influence the change of attitudes of the rural population - from the attitude involving merely ‘waiting for grants’ to entrepreneurial, cooperative attitudes, open to innovations and tailored to market needs. The effectiveness of advisory services in Mazowieckie voivodeship (Mazovia province) is proved by the increased number of agritourism farms regularly cooperating with advisors. The most popular forms of delivered advice promoting agritourism included training provided in-house or as a study visit and individual consultations.

Tourism advisory services in the context of New Institutional Economics