The aim of this study is to examine the potential of farm tourism differentiation. Accordingly, this article provides four concepts of a farm holiday and identifies five approachable segments of potential customers. Based on a consumer survey conducted in Germany in 2007 of 470 usable responses, a cluster analysis is employed to identify segments with a high level of preference towards the four variations of farm tourism. The clusters are profiled based on the respondents’ psychographic and demographic data. Furthermore, each identified segment is described in terms of its level of appreciation for current farm tourism. This enables us to suggest promotional campaigns which redirect or intensify interest in the new forms of farm tourism.

Current and future trends in consumers' preference for farm tourism in Germany

SIDALI, Katia Laura
;
2010-01-01

Abstract

The aim of this study is to examine the potential of farm tourism differentiation. Accordingly, this article provides four concepts of a farm holiday and identifies five approachable segments of potential customers. Based on a consumer survey conducted in Germany in 2007 of 470 usable responses, a cluster analysis is employed to identify segments with a high level of preference towards the four variations of farm tourism. The clusters are profiled based on the respondents’ psychographic and demographic data. Furthermore, each identified segment is described in terms of its level of appreciation for current farm tourism. This enables us to suggest promotional campaigns which redirect or intensify interest in the new forms of farm tourism.
2010
cluster analysis; farm tourism; holiday preference
Une analyse de cumul d’agrégats; agrotourisme; vacance
L’objectif de cette étude est d’examiner le potentiel de l’agrotourisme allemand. L’article propose quatre concepts d’un séjour agrotouristique et identifie cinq secteurs pour clientèles potentielles. Basée sur une enquête réalisée en Allemagne en 2007 auprès des 470 consommateurs potentiels, une analyse de cumul d’agrégats est employée afin d’identifier les segments avec un haut niveau de préférence envers les quatre variations d’agrotourisme. Les agrégats sont profilés à partir de données psychographiques et démographiques. Chaque agrégat en outre, identifie est décrit en fonction de son niveau d’appréciation et le désir potentiel pour l’agrotourisme. Cette approche nous permet de suggérer des approches de marketing et de promotion qui pourrait encourager l’intérêt pour de l’agrotourisme.
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11562/991953
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