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This paper identifies which diversified activities influence the price level of agritourism and how they do so. A hypothesis that contrasts two types of activity (facility based and local culture based) is examined. First, from a conceptual perspective, the authors note that agritourism based on local cultural resources can internalize positive externalities, which are uniquely nurtured local cultural resources, into income – unlike facility based activity that has no connection with local cultural resources. Second, the results of estimations from a price determinant ordered logit model demonstrate that owning a swimming pool is the most common and influential factor in enhancing the price level, while regional diversity is observed in local cultural resource based activities such as restaurants, World Heritage Sites and DOC wines. These findings indicate that hardware based evolution is more effective in the short term than …