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Quality & Quantity
Published in: Quality & Quantity 2/2017

12-10-2016

Measuring the perceived value of rural tourism: a field survey in the western Sicilian agritourism sector

Authors: Aurelio Scaglione, Daria Mendola

Published in: Quality & Quantity | Issue 2/2017

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Abstract

Rural tourism constitutes a valuable tool for the sustainable development of many rural areas. This paper examines the concept of perceived value in rural tourism (RTPV). A quantitative field survey was carried out in various western Sicilian holiday farms (agritourisms) during the Spring 2014. A theoretical model of the tourists’ perceived value in this specific context was developed and validated, using a 22-item scale. Using Partial Least Squares Path Modelling, a theoretical structural model of the multidimensional structure of the RTPV was tested, assessing intensity and direction of the causal relationships among RTPV and its dimensions. Five dimensions were identified as forming the construct of the RTPV: Functional, Convenience, Emotional, Social and Educational. The two main dimensions, concurring to explain the RTPV, are the functional and the emotional ones. An importance–performance analysis showed the utility to intervene on social and educational dimensions to increase the perceived value. The paper explored also the relationships among the RTPV and tourists’ satisfaction and loyalty. Analyses confirmed the formative nature of the perceived value construct, highlighting the mediator role of satisfaction in the relationship between perceived value and loyalty. This theoretical framework offers a plausible diagnostic framework for managers of the sector and help to identify more clearly areas worthy of intervention.
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Appendix
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Metadata
Title
Measuring the perceived value of rural tourism: a field survey in the western Sicilian agritourism sector
Authors
Aurelio Scaglione
Daria Mendola
Publication date
12-10-2016
Publisher
Springer Netherlands
Published in
Quality & Quantity / Issue 2/2017
Print ISSN: 0033-5177
Electronic ISSN: 1573-7845
DOI
https://doi.org/10.1007/s11135-016-0437-8

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