Original scientific paper

Online Business in Agritourism

Tihana Sudarić ; Josip Juraj Strossmayer University in Osijek, Faculty of Agrobiotechnical Sciences Osijek, Croatia

Abstract

Online business in agritourism is mostly done via internet which means it entails both many opportunities and challenges. Explaining the role and the specificity of agritourism is much easier and more efficient through the web and social networks. The aim of this paper is to emphasize the importance of online business in agritourism, and this does not just involve advertising and communication, but also market research, competition, mutual cooperation, banking business, knowledge and skills through online tools (online lifelong education). An empirical study was carried out in order to determine how consumers perceive online activity of agritourism (N:101). Established hypotheses were confirmed: agritourism is not sufficiently promoted through internet and social networks (H1), internet and social networks could influence consumers’ knowledge of products and services in agritourism (H2), and older age groups are mostly not informed via internet H3).

Keywords

agritourist; online business; internet; social network

Hrčak ID:

214210

URI

https://hrcak.srce.hr/214210

Publication date:

14.12.2018.

Article data in other languages: croatian

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