AGRITOURISM MARKETING DISTRIBUTION STRATEGY AND TYPOLOGY INVESTIGATION. THE CASE OF ARCADIA

Abstract

During last decades, agritourism started to grow significantly in Mediterranean area mostly due to its favourable climate. Within literature, there are many international studies that discuss the concept of agritourism in various ways. Wide-ranging definitions and labels concerning agritourism still create confusion as there is not a transparent and basic understanding of the characteristics that define it. This paper provides a comprehensive overview on behaviour patterns of agritourists by combining these patterns with the activity-based taxonomy of all definitions of agritourism into a structured framework. The research field of the case study is Arcadia, a prefecture in Peloponnese. The study contributes to the investigation of information sourcing behaviour in tourists’ travel decision process and offers a comprehensive framework that can be used as a basis for more informed debate and discussion, as well as for further empirical research in future.