Green marketing strategies and customer satisfaction in rural accommodations: A configurational approach
Purpose: Rural tourism has become more popular in the tourism industry, as it offers unique and personalized experiences. During the COVID pandemic, many rural accommodations (RA) had more bookings. This shows the importance of finding out the factors that make good RA experiences. Methods: Cus...
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| Format: | Article |
| Language: | English |
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International Hellenic University
2024-12-01
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| Series: | Journal of Tourism, Heritage & Services Marketing |
| Subjects: | |
| Online Access: | https://zenodo.org/records/14525119/files/10-2-7.pdf?download=1 |
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| _version_ | 1839646537865494528 |
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| author | Álvaro Dias Marta Santos Leandro Pereira |
| author_facet | Álvaro Dias Marta Santos Leandro Pereira |
| author_sort | Álvaro Dias |
| collection | DOAJ |
| description | Purpose: Rural tourism has become more popular in the tourism industry, as it offers unique and personalized experiences. During the COVID pandemic, many rural accommodations (RA) had more bookings. This shows the importance of finding out the factors that make good RA experiences.
Methods: Customer ratings are one way to measure customer satisfaction. However, there is not much research on the factors that affect ratings. As such, this study aims to analyze the factors that lead to high and low customer ratings in RAs. Data from 73 rural accommodations was analyzed using fsQCA as a method to study different RAs in Portugal.
Results: Our study finds two combinations that lead to high ratings. One combination is for customers who want diversity in experiences, products and services. The other combination is for customers who want premium, expensive and sustainable experiences. For both, diversity in bedroom choice is also important. Our study also finds three combinations that lead to low ratings.
Implications: Results can help managers to be more competitive in the RA market. |
| format | Article |
| id | doaj-art-aadf318bfc1e44a0a02b646b3bf99ab1 |
| institution | Matheson Library |
| issn | 2529-1947 |
| language | English |
| publishDate | 2024-12-01 |
| publisher | International Hellenic University |
| record_format | Article |
| series | Journal of Tourism, Heritage & Services Marketing |
| spelling | doaj-art-aadf318bfc1e44a0a02b646b3bf99ab12025-06-30T11:55:41ZengInternational Hellenic UniversityJournal of Tourism, Heritage & Services Marketing2529-19472024-12-01102697810.5281/zenodo.14525119Green marketing strategies and customer satisfaction in rural accommodations: A configurational approachÁlvaro Dias 0https://orcid.org/0000-0003-4074-1586Marta Santos1https://orcid.org/0009-0007-0836-4641Leandro Pereira2https://orcid.org/0000-0002-4920-0498ISCTE-IULISCTE-IULISCTE-IULPurpose: Rural tourism has become more popular in the tourism industry, as it offers unique and personalized experiences. During the COVID pandemic, many rural accommodations (RA) had more bookings. This shows the importance of finding out the factors that make good RA experiences. Methods: Customer ratings are one way to measure customer satisfaction. However, there is not much research on the factors that affect ratings. As such, this study aims to analyze the factors that lead to high and low customer ratings in RAs. Data from 73 rural accommodations was analyzed using fsQCA as a method to study different RAs in Portugal. Results: Our study finds two combinations that lead to high ratings. One combination is for customers who want diversity in experiences, products and services. The other combination is for customers who want premium, expensive and sustainable experiences. For both, diversity in bedroom choice is also important. Our study also finds three combinations that lead to low ratings. Implications: Results can help managers to be more competitive in the RA market.https://zenodo.org/records/14525119/files/10-2-7.pdf?download=1rural tourismsustainable tourismtourism marketingfsqca |
| spellingShingle | Álvaro Dias Marta Santos Leandro Pereira Green marketing strategies and customer satisfaction in rural accommodations: A configurational approach Journal of Tourism, Heritage & Services Marketing rural tourism sustainable tourism tourism marketing fsqca |
| title | Green marketing strategies and customer satisfaction in rural accommodations: A configurational approach |
| title_full | Green marketing strategies and customer satisfaction in rural accommodations: A configurational approach |
| title_fullStr | Green marketing strategies and customer satisfaction in rural accommodations: A configurational approach |
| title_full_unstemmed | Green marketing strategies and customer satisfaction in rural accommodations: A configurational approach |
| title_short | Green marketing strategies and customer satisfaction in rural accommodations: A configurational approach |
| title_sort | green marketing strategies and customer satisfaction in rural accommodations a configurational approach |
| topic | rural tourism sustainable tourism tourism marketing fsqca |
| url | https://zenodo.org/records/14525119/files/10-2-7.pdf?download=1 |
| work_keys_str_mv | AT alvarodias greenmarketingstrategiesandcustomersatisfactioninruralaccommodationsaconfigurationalapproach AT martasantos greenmarketingstrategiesandcustomersatisfactioninruralaccommodationsaconfigurationalapproach AT leandropereira greenmarketingstrategiesandcustomersatisfactioninruralaccommodationsaconfigurationalapproach |