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