Competitiveness of the agritourism services in Warmia-Mazury Province

Abstract

All over the world it has become fashionable to travel far away from the city, in the beauty of nature, where can breathe fresh air and commune with nature. Therefore, the aim of this article is to find out the factors affecting the decisions of potential customers when choosing agrotourism facilities and services, and the main hypothesis assumes that the most important role in the choice of agritourism offer is played by price. The research problem in this article is to determine what elements of agrotourism offer potential customers pay attention to. The world is changing, and so are people’s needs, so this study aims to explain what potential customers pay attention to when choosing agritourism services and facilities, and what are the important factors influencing their choice. The research made it possible to identify the most important elements of agrotourism offer. The research used the method of a diagnostic survey by means of a questionnaire survey, placed on a social networking site and addressed to potential customers. The survey was conducted in the first half of 2021 and 101 people took part in it (53 women, 48 men). The results obtained indicate that:
• competitive potential is an important element when choosing an agritourism offer;
• potential customers, choosing an agritourism farm, mostly pay attention to a wide range of services, the possibility of paying by card and the proximity of additional attractions;
• potential customers pay attention first of all to the competitive advantage of the agritourism farm, especially the price of the offer;
• location is a very important element when choosing an agritourism offer;
• price is the dominant element when choosing an agritourism offer in Warmia-Masuria Province;
• buyers of agrotourism services prefer resorts located close to the beach or forest and additional attractions.

Citation______________________________________________________________________________

Paradowska, K., Vereshchak, K., Zawadzka, A. (2021). Konkurencyjność usług agroturystycznych w województwie warmińsko-mazurskim, Zeszyty Naukowe Wyższej Szkoły Gospodarki - Turystyka i Rekreacja, t. 37, nr 16, Wydawnictwo Uczelniane WSG, Bydgoszcz, s. 155-170. https://ojs.byd.pl/index.php/tir/article/view/46/16

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