ISSN: 1898-0511
eISSN: 2353-2858
OAI
DOI: 10.18276/smt.2015.16-05
Issue archive /
Vol. 16, 2/2015
The use of CRM instruments in agritourism – on the example of agritourism farms in the Opole Province
| Authors: |
Agnieszka
Gawlik
Opole University of Technology Barbara Woś Opole University of Technology |
| Keywords: | agritourism farms Opole Province relationship management CRM instruments |
| Whole issue publication date: | 2015 |
| Page range: | 7 (49-56) |
Abstract
The aim of this paper is to identify key CRM instruments used by agritourism farms located in the Opole Province. In this paper documentary method and diagnostic survey method were used. In the first phase of the research, within documentary methods, an analysis of statistical material from secondary sources was conducted in order to make an inventory of agritourism farms located in the Opole Province. In this paper diagnostic survey method (CAWI) was used. Empirical study was conducted from March 2014 to April 2014 among owners of 35 agritourism farms from the Opole Province associated in Agricultural Advisory Center (AAC). The results of the study indicate which CRM instruments are the most popular in the surveyed agritourism farms in shaping relationships with customers to encourage their loyalty.
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