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A study of consumer preferences regarding agritourism in Kazakhstan: A comparative study between urban and rural area consumers

Ainur Seitbattalovna Kenebayeva (Department of Tourism, L.N. Gumilyov Eurasian National University, Astana, Kazakhstan)

Worldwide Hospitality and Tourism Themes

ISSN: 1755-4217

Article publication date: 4 February 2014

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Abstract

Purpose

This paper aims to investigate Kazakh rural and urban consumers' preferences for different agritourism experiences.

Design/methodology/approach

The empirical study adopts a survey data-based approach relying on a questionnaire data collection technique.

Findings

The paper highlights significant differences and similarities in the structure of individual preferences of urban and rural customer segments regarding different agritourism offerings.

Research limitations/implications

The research is limited by the sample, which covers only two consumer segments presented in the Kazakhstan context. The paper provides managerial implications for agritourism service providers, who are doing or planning to start entrepreneurial activities in rural areas, marketing researchers focusing on product development, and policy makers working out regional development strategies through implementation of tourism stimulating projects.

Originality/value

This study contributes to the advancement of the limited research investigating customer experience theory as applied to agritourism.

Keywords

Acknowledgements

The author would like to thank the Scientific Committee Members of the 6th International Conference on Services Management (June 23-25, Cyprus) for their constructive comments on the earlier version of this paper.

Citation

Seitbattalovna Kenebayeva, A. (2014), "A study of consumer preferences regarding agritourism in Kazakhstan: A comparative study between urban and rural area consumers", Worldwide Hospitality and Tourism Themes, Vol. 6 No. 1, pp. 27-39. https://doi.org/10.1108/WHATT-10-2013-0042

Publisher

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Emerald Group Publishing Limited

Copyright © 2014, Emerald Group Publishing Limited

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