When Websites Speak Clearly: Accessibility-Driven Marketing Communication in Central European Agritourism

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

When Websites Speak Clearly: Accessibility-Driven Marketing Communication in Central European Agritourism

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

When Websites Speak Clearly: Accessibility-Driven Marketing Communication in Central European Agritourism

Popis výsledku anglicky

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.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2025

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

Communication Today

ISSN

1338-130X

e-ISSN

1338-130X

Svazek periodika

16

Číslo periodika v rámci svazku

2

Stát vydavatele periodika

SK - Slovenská republika

Počet stran výsledku

14

Strana od-do

140-153

Kód UT WoS článku

001667389400007

EID výsledku v databázi Scopus

2-s2.0-105024675068