This study aims at analyzing the level of perceived relevance and satisfaction of customers on the websites of agritourism companies. After a literature review on the website adoption by small and medium-sized enterprises, an empirical research was conducted based on a four-stage model of website adoption. A web-based questionnaire was addressed to a sample of EU tourists who experienced a stay at an agritourism after selecting the accommodation through the agritourism website. By combining the perceived satisfaction and importance attributed to a series of features related to the website, we identified the main priorities to be considered when a website is being projected and on-line services have to be established. Moreover, for evaluating which variables have more influence in defining the overall evaluation of a website, a multiple linear regression analysis was conducted. This study provides useful indications at the individual firm level about the main features of a website on which investments for improvement may be addressed and which on-line services should be activated.

Influence of the Website Features on Tourists' Choices: A Study on Agritourism Customers

Musso F.
;
Angioni M.
2021-01-01

Abstract

This study aims at analyzing the level of perceived relevance and satisfaction of customers on the websites of agritourism companies. After a literature review on the website adoption by small and medium-sized enterprises, an empirical research was conducted based on a four-stage model of website adoption. A web-based questionnaire was addressed to a sample of EU tourists who experienced a stay at an agritourism after selecting the accommodation through the agritourism website. By combining the perceived satisfaction and importance attributed to a series of features related to the website, we identified the main priorities to be considered when a website is being projected and on-line services have to be established. Moreover, for evaluating which variables have more influence in defining the overall evaluation of a website, a multiple linear regression analysis was conducted. This study provides useful indications at the individual firm level about the main features of a website on which investments for improvement may be addressed and which on-line services should be activated.
9781799827313
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9781799827337
9781799827320
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11576/2681610
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