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Facing new challenges in rural tourism: signaling quality via website

Author

Listed:
  • Inmaculada Rabadán-Martín

    (University of Huelva)

  • Francisco Aguado-Correa

    (University of Huelva)

  • Nuria Padilla-Garrido

    (University of Huelva
    University of Huelva)

Abstract

Conscious of the importance of the tourist sector in Spain and the appeal of rural tourism in Andalusia, this paper aimed to analyse the quality indicators that rural Andalusian hotels show on their official websites (quality certifications, logos of excellence and online reviews), as well as the possible variables that may influence the sort of indicators published. The results reflected that only 38% of the analysed hotels presented some sort of quality indicator. In this regard, 23.68% of the establishments provided information related to their online reputation, 20.3% displayed some form of logos of excellence and only 7.5% chose to indicate that they had quality certifications. The hypothesis test indicated a significant correlation between the exhibition of logos of excellence and the high star hotels. Enhancing rural hotels’ websites, as a sales platform, could be the alternative to reduce the commissions of online travel agencies and could foster direct sales and subsequently improve business performance.

Suggested Citation

  • Inmaculada Rabadán-Martín & Francisco Aguado-Correa & Nuria Padilla-Garrido, 2019. "Facing new challenges in rural tourism: signaling quality via website," Information Technology & Tourism, Springer, vol. 21(4), pages 559-576, December.
    • Handle: RePEc:spr:infott:v:21:y:2019:i:4:d:10.1007_s40558-019-00157-y
    DOI: 10.1007/s40558-019-00157-y
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    References listed on IDEAS

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    Cited by:

    1. Maria Lúcia Pato & Ana Sofia Duque, 2021. "Sustainability Communication in Rural Tourism: Website Content Analysis, in Viseu Dão Lafões Region (Portugal)," Sustainability, MDPI, vol. 13(16), pages 1-15, August.
    2. Rodolfo Anes Silveira & Henrique São Mamede, 2024. "Strengthening the Resilience and Perseverance of Rural Accommodation Enterprises in the Iberian Depopulated Areas through Enterprise Architecture," Sustainability, MDPI, vol. 16(2), pages 1-36, January.
    3. Mellinas, Juan Pedro & Nicolau, Juan Luis, 2020. "Let's hook up fast! Hotel reviews and Wi-Fi flaws," Annals of Tourism Research, Elsevier, vol. 80(C).

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