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A Demand-driven Success Factor Analysis for Agritourism in Switzerland

机译：瑞士农业家主义需求驱动的成功因素分析

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This article aims to define categories of tourists’ motivations for visiting an agritourism farm. It also analyses the difference in motivation between potential customers and actual customers who have already been on an agritourism farm. Survey data from a total of 780 respondents (647 potential customers and 133 actual customers of agritourism facilities) were collected using a standardized questionnaire. The data was factor analysed (using PCA), and seven factors were identified: (1) comfort and consumption, (2) rural life, (3) accessibility to nature, (3) fun and relaxation on the farm, (4) regional products, (5) simple accommodation, and (6) culinary offers. The factors with most importance relate to the accessibility to nature as well as the possibility to buy regional food. The means of the factors were calculated for both respondent groups and compared using the Mann-Whitney U test. This test shows that the two groups "potential customers" and "effective customers on the farm" differ significantly only in the two characteristics of consumer behavior and comfort of accommodation. All other factors were either significantly less important or showed no differences for customers of agritourism farms. The results have implications for the communication process of agritourism farms or destination marketing organizations (DMOs), namely that the focus on comfort and consumption should be increased as a customer’s decision comes closer to definitive booking.
机译：本文旨在为游览农业旅游农场定义游客的动机类别。它还分析了潜在客户与已经在农业旅游农场的实际客户之间的动机差异。使用标准化问卷收集来自总共780名受访者（647个潜在客户和133个实际客户）的调查数据。数据是分析（使用PCA）的因素，并确定了七种因素：（1）舒适和消费，（2）农村生活，（3）对自然的可及性，（3）农场的乐趣和放松，（4）区域产品，（5）简单的住宿，（6）烹饪优惠。具有最重要的因素与自然的可达性以及购买区域食物的可行性有关。为答辩组组计算因素的手段，并使用Mann-Whitney U测试进行比较。该测试表明，两组“潜在客户”和“农场的有效客户”只有在消费者行为的两个特征和住宿的舒适环境中的两个特征。所有其他因素要么明显不那么重要，要么对农户农场的客户没有差异。结果对农户农场或目的地营销组织（DMOS）的沟通过程有影响，即应对客户的决定更接近明确的预订来增加舒适和消费的重点。

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