Resumen
Areas with low levels of transformation are alternative destinations for tourists who prefer to visit nonmassified places and have singular experiences. The benefits of these microdestinations are their local populations, traditional products, landscapes, and heritage, which, in turn, allow the cultural and gastronomic roots to be witnessed. Based on this assumption, the present research investigated landscape preferences in the Tejo/Tajo International Transboundary Biosphere Reserve (Portugal/Spain), where Dehesa/Montado and traditional olive groves play important economic and sociocultural roles. This investigation sought to compare the opinions of those who live there with those who visit the territory in terms of landscape and agritourism experience preferences. To this, 439 interviews were conducted, and the results were extracted through descriptive analysis techniques and parametric and nonparametric tests to understand the different opinions. The main results were that agricultural landscapes are among the most preferred, and visitors tend to give the landscape higher scores, while the local population has some ignorance of its potential. The potential of agritourism was revealed through the motivation expressed by the demand to participate in gastronomic experiences and have contact with local products, followed by participation in activities that allow people to enjoy the agricultural landscape and rural traditions. The results revealed that the agritourism concept is often confused with rural tourism and nature tourism. Thus, it is necessary to develop a strategy to support the tourism supply according to the concept of authentic agritourism. In this way, agricultural activity has an important role in driving sustainable tourism dynamics in cross-border regions and boosting new products based on the culture, nature, and biodiversity characteristics of a protected area.