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Consumer Shopping Orientations and Online Purchases of Rural Tourism Services
Abstract
The main goal of the chapter is to find out which consumer shopping orientations can be brought in connection to purchases of the services of rural tourism in online channel. Besides theoretical framework concerning rural tourism services and their relation to sustainable development of rural areas, as well as factors of online purchases, the chapter presents the results of primary research. The research is part of wider research conducted concerning online shopping behavior in Serbia. A total of 300 respondents participated. Convenience sampling was implemented. The results confirm that online sale of rural tourism services can be explained when considering consumer shopping orientations and that these orientations can be connected to demographic characteristics of consumers. Finally, managerial implications are considered.
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