When Websites Speak Clearly: Accessibility-Driven Marketing Communication in Central European Agritourism
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F26482789%3A_____%2F25%3A10152855" target="_blank" >RIV/26482789:_____/25:10152855 - isvavai.cz</a>
Result on the web
<a href="https://communicationtoday.sk/when-websites-speak-clearly-accessibility-driven-marketing-communication-in-central-european-agritourism/" target="_blank" >https://communicationtoday.sk/when-websites-speak-clearly-accessibility-driven-marketing-communication-in-central-european-agritourism/</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.34135/communicationtoday.2025.Vol.16.No.2.8" target="_blank" >10.34135/communicationtoday.2025.Vol.16.No.2.8</a>
Alternative languages
Result language
angličtina
Original language name
When Websites Speak Clearly: Accessibility-Driven Marketing Communication in Central European Agritourism
Original language description
The presented study explores the relationship between digital accessibility and marketing communication inagritourism, with a specific focus on the websites of agritourism farms in Austria, Slovakia and Czechia. The researchis grounded in the Web Content Accessibility Guidelines (WCAG) 2.1 and examines how various accessibilitybarriers influence the user experience and the overall effectiveness of online marketing efforts. Using AChecker andWAVE evaluation tools, the study systematically analysed selected websites with an emphasis on elements such ascontrast, link clarity, and the presence of non-text content. The identified shortcomings were assessed in relation tothe four WCAG principles: perceivability, operability, understandability, and robustness. Quantitative analysisrevealed that while understandability was mostly fulfilled, the other principles showed significant deficiencies. Themost frequent issues included poor contrast, missing alternative texts, unclear link purposes, and insufficient targetsizes. These accessibility gaps not only hinder user interaction, particularly for people with disabilities, but alsoreduce the communicative potential of digital content and limit its marketing reach. The findings underline the needfor greater awareness of accessibility standards amongst agritourism service providers. The study concludes withrecommendations for the development of unified methodological guidelines, training programmes and support toolsto enhance the accessibility and communicative function of agritourism websites.
Czech name
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Czech description
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Classification
Type
J<sub>imp</sub> - Article in a specialist periodical, which is included in the Web of Science database
CEP classification
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OECD FORD branch
50204 - Business and management
Result continuities
Project
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Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace
Others
Publication year
2025
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
Communication Today
ISSN
1338-130X
e-ISSN
1338-130X
Volume of the periodical
16
Issue of the periodical within the volume
2
Country of publishing house
SK - SLOVAKIA
Number of pages
14
Pages from-to
140-153
UT code for WoS article
001667389400007
EID of the result in the Scopus database
2-s2.0-105024675068