Current and future trends in consumers' preference for farm tourism in Germany
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In order to provide a better understanding of the differentiation process of farm tourism, this article provides four innovative concepts of a farm holiday and identifies five approachable segments of potential customers. Based on a consumer survey conducted in Germany in 2007 of 470 usable responses, a cluster analysis is employed in order to identify segments with a high level of preference towards the four variations of farm tourism. The clusters are profiled based on their travel styles and demographics. Furthermore, each identified segment is described in terms of its level of appreciation of current farm tourism. This enables us to suggest promotional campaigns which redirect (in the case of low level of appreciation) or intensify (if a high level of appreciation already exists) interest in the new forms of farm tourism.
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