Online Marketing Strategy and Market Segmentation in the Spanish Rural Accommodation Sector

Peña, Ana Isabel Polo; Jamilena, Dolores María Frías; Molina, Miguel Ángel Rodríguez; Pino, Juan Miguel Rey

doi:10.1177/0047287514546224

Cited by 22 publications

(18 citation statements)

References 109 publications

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“…The local authorities managing rural tourism must therefore implement policies to promote its development. For Polo (2010), the development of the rural tourist activity is very suitable for improving the development of the rural areas, likewise Marzo-Navarro (2017) stated that rural tourism promotes the development and economic growth of the destination areas, for which it is a priority to achieve the objectives of economic, sociocultural, and environmental sustainability. The World Tourism Organization (UNWTO) (2021) has recognized that "tourism is one of the driving forces of global economic growth and is currently responsible for the creation of 1 in 11 jobs.…”

Section: Introductionmentioning

confidence: 99%

Rural Tourism and the Sustainable Development Goals. A Study of the Variables That Most Influence the Behavior of the Tourist

2021

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Tourism is an activity that contributes directly and indirectly to the development of rural areas. But this development needs to be sustainable. To do this, appropriate policies that positively influence these areas from an economic, social and cultural point of view must be implemented. All this in accordance with the Sustainable Development Goals. This study will analyze the contribution of rural tourism to develop and implement policies to promote sustainable tourism that creates jobs and promotes local culture and products. The variables that most influence the tourist behavior, motivation, the destination image, and the satisfaction obtained by the tourist will be analyzed. After an exhaustive review of the literature, an empirical investigation was carried out with 1,658 valid surveys among rural tourists in Soria, a Spanish province with one of the highest levels of depopulation. A structural equation model was drawn up to discover the relationships between the variables. The results demonstrated the importance of the motivation in the formation of the destination image, as well as satisfaction with the trip. In the same way, we will verify which component of the image of the destination (affective or cognitive) has the most influence on their formation, and how the image of the destination, like motivation, influences tourist satisfaction. The proposed model could be used in many studies that analyze the different variables that influence consumer behavior since its reliability and predictive capacity have been proven. The results of the study can also be used by the authorities to design or modify the most appropriate strategies that influence rural tourism, specially promoting the destination image as a variable that positively influences tourist satisfaction.

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Section: Introductionmentioning

confidence: 99%

Rural Tourism and the Sustainable Development Goals. A Study of the Variables That Most Influence the Behavior of the Tourist

2021

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“…Indeed, some of the visitors have already complained that the photographs used for the promotion of the area in the social media were different from what they saw. POLO PEÑA et al (2016) suggested that rural tourism providers must pay particular attention to the information they need to transfer to potential visitors regarding the product (image) they want to promote through their web-sites. By providing proper information and images, they will not only avoid underestimation or overestimation but also use their resources more efficiently (POLO PEÑA et al, 2016) and for branding.…”

Section: Resultsmentioning

confidence: 99%

“…POLO PEÑA et al (2016) suggested that rural tourism providers must pay particular attention to the information they need to transfer to potential visitors regarding the product (image) they want to promote through their web-sites. By providing proper information and images, they will not only avoid underestimation or overestimation but also use their resources more efficiently (POLO PEÑA et al, 2016) and for branding. This is why it is necessary to pay attention the images presented by the popular mass media and consider how they relate to rural tourism (AITHAL & ANIL, 2008).…”

Section: Resultsmentioning

confidence: 99%

Rural tourism marketing: Lavender tourism in Turkey

et al. 2019

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This study aimed to comprehend rural tourism marketing through the visitors' eyes and discuss its sustainability. What makes rural tourism marketing more sophisticated and complex is that it is a service marketing, associated with agricultural activities, natural conditions and rural areas, and the main providers have no experience in rural tourism or service marketing. The study investigated perception of visitors in a small village, Kuyucak, in the Southwest part of Turkey, where rural tourism based on lavender production has recently developed. Results of the analysis of 175 questionnaires completed by visitors online showed that more than half of the respondents had heard and got information about the village via social media. Although, the main purpose of their visit was stated as nature/rural experience and recreation/holiday, the primary motivation of the majority was taking and sharing photos via social media tools. Appearance of lavender and previous social media sharing are very important determinants in the decision-making and expectations of visitors. Results of the factor analysis showed that two components composed of the variables regarding pre-visit perception and the physical conditions of the village together explain sixty-five per cent of the overall satisfaction. The most important component in decision making of visitors was found their perception before visiting, which means that what they expected to see was more important than what they actually saw, which was represented by visitors' satisfaction. Making visitors experience their pre-visit perception will contribute to the sustainability of rural tourism activities benefiting the area. RESUMO:Este estudo teve como objetivo compreender o marketing do turismo rural através dos olhos dos visitantes e discutir sua sustentabilidade. O que torna o marketing do turismo rural mais sofisticado e complexo é que ele é um marketing de serviços, associado a atividades agrícolas, condições naturais e áreas rurais, e os principais provedores não têm experiência em turismo rural ou marketing de serviços. O estudo investigado a percepção de visitantes em uma pequena aldeia, Kuyucak, no sudoeste da Turquia, onde o turismo rural baseado na produção de lavanda se desenvolveu recentemente. Os resultados da análise de 175 questionários preenchidos pelos visitantes online mostraram que mais da metade dos entrevistados ouviram e receberam informações sobre o vilarejo pelas mídias sociais, e embora o objetivo principal de sua visita tenha sido declarado como natureza experiência rural e recreação feriado, a principal motivação da maioria foi tirar e compartilhar fotos através de ferramentas de mídia social. O surgimento da lavanda e o compartilhamento prévio de mídias sociais são determinantes muito importantes na tomada de decisões e expectativas dos visitantes. Os resultados da análise fatorial mostram que dois componentes compostos pelas variáveis relativas à percepção pré-visita e às condições físicas da aldeia, juntos, explicam 65% da satisfação geral. O que...

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“…the rural development of Lithuania is determined using economic factors and calculations. (Snieška et al, 2014)) or they can describe a marketing strategy for the industry of a country (Chen et al, 2013). In 22.47% of cases, the studied area comprises one single destination or the comparison of two adjacent destinations.…”

Section: Resultsmentioning

confidence: 99%

“…Th e interest in tourists, their characterization and segmentation have remained constant throughout the examined 15 years (8.82%). Some of the studies concentrated on tourists have as their primary purpose segmentation and profi ling of motivation of rural tourists in South Korea (Park & Yoon, 2009), Finland (Pesonen & Komppula, 2010), Cyprus (Farmaki, 2012), Taiwan (Chen et al, 2013), andGambia (Rid et al, 2014). François Bel and co-authors (2015) carried out the activity-based segmentation of visitors' stays in three rural regions of France, while Lourdes Molera et al (2007) provide a better understanding of the demand for rural tourism through market segmentation analysis.…”

Section: Resultsmentioning

confidence: 99%

The Trends of Rural Tourism Research in the Past Fifteen Years

Orsolya¹

2015

Proceedings of the Singidunum International Tourism Conference - Sitcon 2015

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Considerable attention has been devoted to rural tourism in the scientific tourism literature over the last decades. The countryside is undergoing continuous change, as well as rural tourism and scientific research covering its various aspects. The purpose of this study is to track changes that rural tourism research has undergone. The author analysed research papers published by major international tourism journals in the past fifteen years with the aim to determine the actuality and proportion of the topic of rural tourism. By categorizing the studies on rural tourism published by these journals into different topic areas, the aim of the author was not only to identify the recurring themes and sophistication of the chosen methodologies, but also to look for the unanswered questions concerning rural tourism research.

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Online Marketing Strategy and Market Segmentation in the Spanish Rural Accommodation Sector

Cited by 22 publications

References 109 publications

Rural Tourism and the Sustainable Development Goals. A Study of the Variables That Most Influence the Behavior of the Tourist

Rural Tourism and the Sustainable Development Goals. A Study of the Variables That Most Influence the Behavior of the Tourist

Rural tourism marketing: Lavender tourism in Turkey

The Trends of Rural Tourism Research in the Past Fifteen Years

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