The market segment attracted to rural Tuscany may be less
inclined toward material consumption and waste production,
may appreciate activities of a quiescent nature, and may value
locally produced organic agriculture souvenirs. However,
nearly all of the overnight tourists to Val di Merse use an
automobile within the valley, traveling around 100 km a day.
Arrival transport creates an environmental impact not often
accounted when one conjures images of agrotourism and the
marketing of its conceptual links to environmental quality
and sustainable lifestyle.