Success factors of equestrian tourism: evidence from Germany

Abstract

Although Germany clearly lies at the top of international ranks in both equestrian sports and horse breeding (FN, 2012), research on success factors of equestrian tourism is still lacking. Against this background, this study presents the results of the online-survey focused on perception of the own business of 107 owners of horse-riding farms. The findings of regression analysis conducted both in the whole samples (n=107) as well in the sub-sample (n=34) show that different factors have an influence on business success such as customer satisfaction in the whole sample and control practices and positive image in the sub-sample. Accordingly, managerial implications are discussed