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

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  • Aurelio Scaglione

    (University of Palermo)

  • Daria Mendola

    (University of Palermo)

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.

Suggested Citation

  • Aurelio Scaglione & Daria Mendola, 2017. "Measuring the perceived value of rural tourism: a field survey in the western Sicilian agritourism sector," Quality & Quantity: International Journal of Methodology, Springer, vol. 51(2), pages 745-763, March.
    • Handle: RePEc:spr:qualqt:v:51:y:2017:i:2:d:10.1007_s11135-016-0437-8
    DOI: 10.1007/s11135-016-0437-8
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    2. Laura Broccardo & Francesca Culasso & Elisa Truant, 2017. "Unlocking Value Creation Using an Agritourism Business Model," Sustainability, MDPI, vol. 9(9), pages 1-26, September.
    3. Dunja Demirović Bajrami & Adriana Radosavac & Marija Cimbaljević & Tatiana N. Tretiakova & Yulia A. Syromiatnikova, 2020. "Determinants of Residents’ Support for Sustainable Tourism Development: Implications for Rural Communities," Sustainability, MDPI, vol. 12(22), pages 1-16, November.
    4. Syed Hasnain Alam Kazmi & Muhammad Saeed Shahbaz & Muhammad Shujaat Mubarik & Junaid Ahmed, 2021. "Switching behaviors toward green brands: evidence from emerging economy," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 23(8), pages 11357-11381, August.
    5. Lucadamo, Antonio & Camminatiello, Ida & D'Ambra, Antonello, 2021. "A statistical model for evaluating the patient satisfaction," Socio-Economic Planning Sciences, Elsevier, vol. 73(C).
    6. Martina Aronica & Maria Francesca Cracolici & Debora Insolda & Davide Piacentino & Salvatore Tosi, 2021. "The Diversification of Sicilian Farms: A Way to Sustainable Rural Development," Sustainability, MDPI, vol. 13(11), pages 1-10, May.

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