Knowledge of guest needs is the prerequisite for the market-oriented design of tourist offerings. Using cluster analysis, the guest segments (clusters) for agritourism in Switzerland were first identified in terms of distinct needs. The classification of the six clusters was based on a survey of 655 potential guests of agritourism enterprises. The six guest segments indicated clear preferences mainly for leisure activities on the farm and in the region. In contrast, the differences between the clusters with regard to lodging and board offerings were less marked.
Guest segments for agritourism