The IRMA Community
Newsletters
Research IRM
Click a keyword to search titles using our InfoSci-OnDemand powered search:
|
Online Buyer Profiles in Rural Tourism
|
|
Author(s): Ines Djokic (Faculty of Economics, University of Novi Sad, Serbia)and Nikola Milicevic (Faculty of Economics, University of Novi Sad, Serbia)
Copyright: 2020
Pages: 20
Source title:
Handbook of Research on Agricultural Policy, Rural Development, and Entrepreneurship in Contemporary Economies
Source Author(s)/Editor(s): Andrei Jean Vasile (Petroleum-Gas University of Ploiesti, Romania & Romanian Academy, National Institute for Economic Research “Costin C. Kiriţescu”, Romania), Jonel Subic (Institute of Agricultural Economics, Serbia), Aleksander Grubor (University of Novi Sad, Serbia)and Donatella Privitera (University of Catania, Italy)
DOI: 10.4018/978-1-5225-9837-4.ch013
Purchase
|
Abstract
The services of rural tourism are increasingly offered and sold through online channel. This chapter researches socio-demographic profile of online buyers of rural tourism services. The process of knowing and understanding buyers starts with conducting marketing research and is followed by strategic and tactical marketing steps. The profile of buyers is the result of the process of market segmentation in which various variables are used, firstly as segmentation base and later as descriptors of identified segments. Field marketing research was conducted in Serbia. There were 300 respondents. Convenience sampling was used. Several variables in regard to buyers' relation to rural tourism services were considered from the aspect of their socio-demographic characteristics. The results show that these variables are useful for describing rural tourism services' online buyers. Furthermore, the recommendations for providers of such services were provided.
Related Content
|
Mukul Bhatnagar, Nitin Pathak.
© 2024.
16 pages.
|
|
Mitushi Singh, Mukul Bhatnagar.
© 2024.
32 pages.
|
|
Vikas Sharma, Sanjay Taneja, Kshitiz Jangir, Kirti Khanna.
© 2024.
15 pages.
|
|
Preet Kanwal.
© 2024.
17 pages.
|
|
Kapil Sharma, Yogesh Kumar, Rajiv Khosla, Sanjay Taneja.
© 2024.
16 pages.
|
|
Sanjeev Kumar, Mohammad Badruddoza Talukder, Firoj Kabir, Fahmida Kaiser.
© 2024.
15 pages.
|
|
K. K. Kishore Mishra, Swati Priya, Syed Sajid Hussain, Swati Gupta.
© 2024.
17 pages.
|
|
|