KNjIGA SAžETAKA / BOOK Of ABSTRACTS - Treći međunarodni ...

Monika Mustač, Master engineer of agribusiness and rural development
Faculty of Agriculuture, University of Zagreb
Institute for Marketing in Agriculture
Pičmanova 8, 10000 Zagreb, Croatia
tel.: +385915309786
fax: +38512450804
e-mail: monika.rujevcan@gmail.com
Title of the contribution:
Customers satisfaction of Kezele agritourism farm
Keywords:
agritourism farm, visitors information sources, consumers
satisfaction, offer creation
Type of presentation:
PowerPoint presentation
3. TemATSkA cJelinA: kReiRAnJe i DiSTRiBUciJA pRoizvoDA RURAlnog TURizmA
Theme:
With increasing number of agritourism farms in Zagreb
county, in order to lead a successful business, it is very
important to attract as many customers as possible to
your agritourism farm, to keep them and to make them
want to visit again. To achieve that, it is important to
meet their needs and desires, and the first step towards
that is conducting a study.
Purpose of study:
To gain information important for creating an offer and
for promotional activites of Kezele agritourism farm:
through which sources of information have the visitors
learned about Kezele agritourism farm, how satisfied are
they with Kezele agritourism farm offer, which services
of Kezele agritourism farm do they use and what would
they like to see as Kezele agritourism farm offer.
Methodology/Approach:
Methods used in this paper are an overview of previous
studies, literature overview on consumer behavior and a
survey (a survey was conducted during September and
October 2011 with 102 respondents/visitors od Kezele
agritourism farm, who filled out questionaries by themselves).
SPSS program was used for data processing and
for statistical analysis were used: single variant analysis,
chi-square test and ANOVA.
Structured abstract
Findings:
The visitors who participated in a survey have learned
about Kezele agritourism farm through a friend/acquaintance
(79,40 %). The respondents gave the highest
grade in Kezele agritourism farm offer to traditional local
cuisine. Most of the respondents (93,10 %) use food and
drink services, and more than half of the respondents
(59,40%) usually stay on Kezele agritourism farm for 3-4
hours; only 4 % of respondents usually spend the night
on Kezele agritourism farm. Most of the respondents
are very satisfied (60,80 %) with services in relation to
prices, and would like to see live music and additional
sports offer on Kezele agritourism farm.
Originality/Value:
With increasing number of agritourism farms in Zagreb
county, the key to successful business of each agritourism
farm is creating an offer that will satisfy the customers.
This study is ocnducted for that purpose, and its
value is that it is the first study of this kind conducted
on Kezele agritourism farm, which can help them with
adjusting an offer to meet the desires and needs of their
customers.
Research limitations/Implications:
Impossibility to conduct an interview, so the respondents
have filled out the questionaries by themselves.
Therefore, there is a possibilty that they have influenced
each other while filling out the questionarie.
Practical implications:
Practical implication is reflected in the possibility to use
study gained infromation in creating/modifying a Kezele
agritourism farm offer to customers satisfaction and
in application of the information in promotional activities
in order to attract as many visitors as possible.
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