Fabienne Bögli, Elena Marchiori, and Lorenzo Cantoni. Swiss Agritourism Online. A study on the online presence of members of “Agritourism Switzerland”. ~ 1 MB
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Abstract: Spending time in nature, sleeping in straw, watching farmers performing their everyday work or simply stay overnight at a farm. This form of tourism has become a popular way of spending holidays close to nature and for little money: Agritourism.
The United Nations Environment Programme does not only point out the importance of the active participation in the farmer’s life when referring to agritourism, so is education during the stay (Lindhard, 2013). Furthermore, the World Tourism Organization declared peace, relaxation, self-experience and adventure as some of the most important driving travel motives in the future. All these elements can be provided by agritourism according to the Swiss association of Alpine Regions (SAB) (NZZ, 2008).
However, little research has so far been done to examine the current organizational structure and online offers of agritourism in Switzerland in general, and more specifically to study the impact of Information and Communication Technologies (ICTs) on this niche product. Hence, this study provides an extensive analysis of the organizational structure of agritourism in Switzerland, what role social media and ICTs play in the online communication of agritourism managers as well as how online intermediaries promote this form of rural tourism. It contributes to a better understanding of the online agritourism presence in Switzerland, helps agritourism operators to balance their current online offers, and adds value to the way this form of tourism is promoted at present.