engleski

Implications of Online Consumer Behaviour on the Rural Tourism: Case Study of Family Farm "Zlatni Lug"

Consumer behavior on the Internet is undoubtedly crucial for the planning of marketing activities in rural tourism. It is necessary to monitor their behavior and to identify segments of consumers who visit the web sites of hospitality subjects. The Internet provides many features and tools of monitoring consumer behavior. This research mode offers subjects to easily measure and increase the effectiveness of their marketing-strategy, attract new guests, identify the elements that are most interested in their visitors and to identify strategies to increase the number of online reservations and buying. Research will include an overview of the theory and practice in the field of consumer behavior and web analytics in rural tourism. Empirical primary research will include an overview of European experiences using web tools to conduct online consumer behaviour in rural tourism. Used scientific methods are: induction, deduction, synthesis and analysis. Second primary research will be conducted with quantitative and qualitative analysis of consumer behavior on the web-site of family farm "Zlatni lug" using web tool Google Analytics. In conclusion, the paper will give an overview and implications of the future trends in the studied area.

E-marketing ; Web site ; Online consumer behaviour ; Rural tourism

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