A study of consumer preferences regarding agritourism in Kazakhstan: A comparative study between urban and rural area consumers. (2014)

• Record Type: Journal Article
• Other Names: Special Editor.
• Is Part Of: Worldwide hospitality and tourism themes. Volume 6:Number 1(2014)
• Page Start: 27
• Page End: 39
• Publication Date: 2014
• Subjects: Kazakhstan -- Agri‐Experience -- Agritourism -- Customer preferences -- Urban and rural consumers; Hospitality industry -- Periodicals; Tourism -- Periodicals; 338.479105
• DOI: 10.1108/WHATT-10-2013-0042
• Languages: English
• ISSNs: 1755-4217

Abstract

Abstract : Purpose – This paper aims to investigate Kazakh rural and urban consumers' preferences for different agritourism experiences.Design/methodology/approach – The empirical study adopts a survey data‐based approach relying on a questionnaire data collection technique.Findings – The paper highlights significant differences and similarities in the structure of individual preferences of urban and rural customer segments regarding different agritourism offerings.Research limitations/implications – The research is limited by the sample, which covers only two consumer segments presented in the Kazakhstan context. The paper provides managerial implications for agritourism service providers, who are doing or planning to start entrepreneurial activities in rural areas, marketing researchers focusing on product development, and policy makers working out regional development strategies through implementation of tourism stimulating projects.Originality/value – This study contributes to the advancement of the limited research investigating customer experience theory as applied to agritourism. Acknowledgements : The author would like to thank the Scientific Committee Members of the 6th International Conference on Services Management (June 23‐25, Cyprus) for their constructive comments on the earlier version of this paper.