Impact of Customer Orientation and ICT Use on the Perceived Performance of Rural Tourism Enterprises

This article sets out to highlight the importance of adopting customer orientation and information and communications technology (ICT) in tourism service delivery if the rural tourism sector is to succeed. A model is proposed and validated which encompasses the effects of customer orientation adoption and the use of ICT on the rural tourism sector, taking into account the enterprises’ financial results, improvements to the rural destination, and the more personal, intangible impact on the owner-manager. The major contributions of this work are in finding that customer orientation adoption that contributes to ICT use, and that both ICT use and customer orientation adoption contribute to better outcomes from rural tourism activity.