Customer lifelong value management in agrotouristic farms

Daria Hołodnik

Abstract

In this dissertation, the use of the concept customer value management in agrotouristic and wine farms is analysed in order to verify the utilization and implementation of modern management and marketing models, instruments, and methods in this field. The work is based on empirical analysis of six agritourist farms and fifteen wine farms (among the latter ten foreign and five polish farms) using a qualitative research approach (multiple case studies) which enables the identification and analyzation of agrotouristic business models. The logic of creation and delivery of holistic value streams is identified as the foundations of the clients´ experiences within agrotouristic (e.g. recreational, sportive, health and spiritual revitalization, etc.) or wine (e.g. degustation and sale) service processes. Thereby the level and degree of the farmers´ engagement as a co-creator of value flows determines the potential of the dynamic internalization of the clients´ impressions and experiences. Its effectiveness influences the capacity to permanently extend the value chains of agrotouristic and wine farms (especially in intangible realms) as well as the competitiveness of the farms´ business model.
Diploma typeDoctor of Philosophy
Author Daria Hołodnik
Daria Hołodnik,,
-
Title in EnglishCustomer lifelong value management in agrotouristic farms
Languagepl polski
Certifying UnitFaculty of Management, Information Systems and Finance (MISaF)
Disciplinenauki o zarządzaniu / nauki ekonomiczne(nauki ekonomiczne) / nauki społeczne()
Defense Date29-10-2015
End date29-10-2015
Supervisor Kazimierz Perechuda (MISaF / IBI / KZW)
Kazimierz Perechuda,,
- Katedra Zarządzania Wiedzą

Internal reviewers Elżbieta Nawrocka (EMaT / DMaTM)
Elżbieta Nawrocka,,
- Department of Marketing and Tourism Management
External reviewers Wojciech B. Cieśliński
Wojciech B. Cieśliński,,
-
Pages430
Keywords in EnglishAgrotouristic and wine farm management, value co-creation processes in agrotouristic and wine farms, experience agritourist management, value stream management, business models of Polish and foreign agrotouristic and wine farms
Abstract in EnglishIn this dissertation, the use of the concept customer value management in agrotouristic and wine farms is analysed in order to verify the utilization and implementation of modern management and marketing models, instruments, and methods in this field. The work is based on empirical analysis of six agritourist farms and fifteen wine farms (among the latter ten foreign and five polish farms) using a qualitative research approach (multiple case studies) which enables the identification and analyzation of agrotouristic business models. The logic of creation and delivery of holistic value streams is identified as the foundations of the clients´ experiences within agrotouristic (e.g. recreational, sportive, health and spiritual revitalization, etc.) or wine (e.g. degustation and sale) service processes. Thereby the level and degree of the farmers´ engagement as a co-creator of value flows determines the potential of the dynamic internalization of the clients´ impressions and experiences. Its effectiveness influences the capacity to permanently extend the value chains of agrotouristic and wine farms (especially in intangible realms) as well as the competitiveness of the farms´ business model.
Thesis file
Holodnik_D_Zarzadzanie_Wartoscia_Klienta_W_Gospodarstwach_Agroturystycznych.pdf 3,36 MB

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