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Online Business in Agritourism

Tihana Sudarić

Agroeconomia Croatica, 2018, vol. 08, issue 1

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: Agribusiness (search for similar items in EconPapers)
Date: 2018
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DOI: 10.22004/ag.econ.281211

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