Online Marketing Strategy and Market Segmentation in the Spanish Rural Accommodation Sector

Abstract

The present work tests the effect of the online differentiation strategies employed by rural accommodation enterprises (RAEs) among different segments of the tourist population. More specifically, the following aspects are identified: (1) the different tourist segments that undertake rural tourism; (2) the various online differentiation strategies adopted by RAEs; and (3) the effect of these online differentiation strategies on tourist behavior, by segment (in terms of perceived value). The results reveal that when the main motivation of tourists is to experience the destination itself, it is strategies based on convenience and rural identity that most influence perceived value; when tourists are more motivated by enjoying the services and facilities provided by the RAE, strategies based on convenience and reputation are those with the strongest influence on perceived value; and when tourists are interested in undertaking activity holidays, it is strategies based on convenience, reputation, and rural identity that most influence perceived value.