The use of CRM instruments in agritourism – on the example of agritourism farms in the Opole Province
The use of CRM instruments in agritourism – on the example of agritourism farms in the Opole Province
Author(s): Agnieszka Gawlik, Barbara WośSubject(s): Economy, Business Economy / Management
Published by: Wydawnictwo Naukowe Uniwersytetu Szczecińskiego
Keywords: agritourism farms; Opole Province; relationship management; CRM instruments
Summary/Abstract: The aim of this paper is to identify key CRM instruments used by agritourism farms located in the Opole Province.In this paper documentary method and diagnostic survey method were used. In the first phase of the research,within documentary methods, an analysis of statistical material from secondary sources was conducted inorder to make an inventory of agritourism farms located in the Opole Province. In this paper diagnostic surveymethod (CAWI) was used. Empirical study was conducted from March 2014 to April 2014 among owners of35 agritourism farms from the Opole Province associated in Agricultural Advisory Center (AAC). The results ofthe study indicate which CRM instruments are the most popular in the surveyed agritourism farms in shapingrelationships with customers to encourage their loyalty.
Journal: European Journal of Service Management
- Issue Year: 16/2015
- Issue No: 2
- Page Range: 49-56
- Page Count: 7
- Language: English