Website Adoption for Agritourism Companies: Key Features and Perceptions of Customers

The purpose of this article is to analyze the influence of the key features of agritourism companies’ websites on customers purchasing decision-making process, by measuring the level of perceived relevance and satisfaction of customers about the website’s features. Empirical research was conducted based on a four-stage website adoption model, adapted from previous literature. A web-based questionnaire was addressed to a sample of Italian tourists who experienced a stay at an agritourism after selecting it through the website. By combining the perceived satisfaction and importance attributed to a series of website features, the priorities to take into account to design a website and to establish its main on-line services have been identified. In order to identify which variables have more influence in defining the overall evaluation of a website, a regression analysis was conducted. This study provides useful guidance on the main features of a website on which investments for improvement may be addressed, and which on-line services should be activated.