Online communication (Web 2.0) is an important tool that can assist consumers in choosing a ser vice and/or buying a product and, if used effectively, can help businesses to improve organizational performance. This is a study of the websites of a sample of 4,080 Italian agritourism farms, which focuses on the construction, utility, and relative maturity of these businesses. The study entails an exploration of how and where the organization of websites is effective for the promotion of the features of agritourism farms and is therefore essential for providing recommendations for decision makers in the Italian agritourism sector. To test the study hypotheses, an extended model of internet commerce adoption (eMICA) is used, which is adapted to include the information reported on each agritourism farm website. Chi-square automatic interaction detection (CHAID) helps to analyze the differences in website design and vacation types on offer at the provincial level. The eMICA high lights the utility of using interactivity to measure the relative maturity of agritourism farm websites. In contrast, the CHAID decision tree shows how the diversification of vacation types is an important strategy for selling local agrifood products, especially to farm accommodation guests
Agritourism farms: a great way to promote local products
Fanelli, Rosa Maria
Primo
2022-01-01
Abstract
Online communication (Web 2.0) is an important tool that can assist consumers in choosing a ser vice and/or buying a product and, if used effectively, can help businesses to improve organizational performance. This is a study of the websites of a sample of 4,080 Italian agritourism farms, which focuses on the construction, utility, and relative maturity of these businesses. The study entails an exploration of how and where the organization of websites is effective for the promotion of the features of agritourism farms and is therefore essential for providing recommendations for decision makers in the Italian agritourism sector. To test the study hypotheses, an extended model of internet commerce adoption (eMICA) is used, which is adapted to include the information reported on each agritourism farm website. Chi-square automatic interaction detection (CHAID) helps to analyze the differences in website design and vacation types on offer at the provincial level. The eMICA high lights the utility of using interactivity to measure the relative maturity of agritourism farm websites. In contrast, the CHAID decision tree shows how the diversification of vacation types is an important strategy for selling local agrifood products, especially to farm accommodation guestsI documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
