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Consumer Behaviour in Rural Tourism. Conjoint analysis of Choice Attributes in the Italian-Slovenian cross-boundary area

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  • Marangon, Francesco
  • Troiano, Stefania
  • Tempesta, Tiziano
  • Vecchiato, Daniel

Abstract

Understanding consumer behaviour in rural tourism is a necessary condition for the suc- cessful diversification of any rural socio-economic system. This paper aims to analyse the consumer behaviour of tourists and residents in an Italian marginal rural area in order to verify the opportunities for sustainable local development through rural tourism activities. First of all we give some conceptual consideration to the notion of rural tourism and the relationship with sustainable local development. Secondly, we examine the suitability of conjoint analysis for predicting consumer behaviour in relation to rural tourism. Finally, we report on a survey which we carried out in a rural area located in a region of North-Eastern Italy: the Natisone Valley. The results provided insights into how each type of characteristic of rural sites competes for the selection of destination. In particular, the most important attribute in selecting rural sites for tourism is the availability of information. These results could provide useful insight fo decision makers, in particular as regards local planning strategies. We discuss the results with emphasis on the implications for marketing of rural tourism. In fact, recommendations are made in view of the findings, specifically focusing on internal marketing strategies.

Suggested Citation

  • Marangon, Francesco & Troiano, Stefania & Tempesta, Tiziano & Vecchiato, Daniel, 2013. "Consumer Behaviour in Rural Tourism. Conjoint analysis of Choice Attributes in the Italian-Slovenian cross-boundary area," Politica Agricola Internazionale - International Agricultural Policy, Edizioni L'Informatore Agrario, vol. 2013(3), September.
    • Handle: RePEc:ags:eiapai:169838
    DOI: 10.22004/ag.econ.169838
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    References listed on IDEAS

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    3. San Martín, Héctor & Herrero, Ángel, 2012. "Influence of the user’s psychological factors on the online purchase intention in rural tourism: Integrating innovativeness to the UTAUT framework," Tourism Management, Elsevier, vol. 33(2), pages 341-350.
    4. Yun, Hee-Jeong, 2009. "Conjoint Analysis of Choice Attributes and Market Segmentation of Rural Tourists In Korea," Journal of Rural Development/Nongchon-Gyeongje, Korea Rural Economic Institute, vol. 32(2), pages 1-21, June.
    5. Ohe, Yasuo, 2002. "Evaluating Household Leisure Behaviour of Rural Tourism in Japan," 2002 International Congress, August 28-31, 2002, Zaragoza, Spain 24932, European Association of Agricultural Economists.
    6. Phillip, Sharon & Hunter, Colin & Blackstock, Kirsty, 2010. "A typology for defining agritourism," Tourism Management, Elsevier, vol. 31(6), pages 754-758.
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    Cited by:

    1. Santeramo, Fabio Gaetano & Morelli, Mariangela, 2015. "Enhancing the foreign demand for agritourism," Politica Agricola Internazionale - International Agricultural Policy, Edizioni L'Informatore Agrario, vol. 2014(2), pages 1-10, October.
    2. Gaetano, Santeramo Fabio & Mariangela, Morelli, 2014. "Enhancing the foreign demand for agritourism," Politica Agricola Internazionale - International Agricultural Policy, Edizioni L'Informatore Agrario, vol. 2014(2).

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