Agritourism Farms and the Web. An Exploratory Evaluation of their Websites Report as inadecuate

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In the last few years, the contribution of the agricultural sector to tourism has been increasingly evident. Agritourism provides the possibility to have a green holiday experience and allows farmers to diversify their income. In the tourist sector, communication is decisive in determining consumption choices, and the Web plays an important role. Considering that the Internet can bring potential benefits and reach new customers, it is important that websites are complete and attractive. This paper evaluates agritourism websites in an Italian region (Sicily) to analyse the strategic choices made by farmers. This study uses the eMICA methodological approach to analyse the quality of the websites and a cluster analysis to find homogeneous groups of farms. The results indicate that there is a large group of Sicilian agritourism providers that have been slow in taking advantage of the new opportunities offered by the Web, whereas another group, which is less numerous, makes use of social networking tools, demonstrating web 2.0 communication.

Keywords: Agritourism ; websites ; eMICA model ; cluster analysis

Subject(s): Agribusiness

Issue Date: Sep 30 2014

Publication Type: Journal Article

DOI and Other Identifiers: 1804-1930 (Other)

PURL Identifier: Published in: AGRIS on-line Papers in Economics and Informatics, Volume 06, Number 3 Page range: 51-58

Total Pages: 8

JEL Codes: GA; IN

Series Statement: 6


Record appears in: Czech University of Life Sciences Prague > Faculty of Economics and Management > AGRIS on-line Papers in Economics and Informatics

Author: Platania, M.


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