EXPECTATIONS OF CONSUMERS IN THE MARKET OF AGROTOURISM

The purpose of this study was to identify consumer expectations of services of agrotourism farms in selected communes of the Lublin province. Empirical studies were conducted among 81 owners of agrotourism farms and 218 tourists who stayed at those farms. The expectations of the tourists were determined based on their motives, opinions, evaluation, and proposals for changes in the tourist offer. The guests of the agrotourism farms were mostly middle-aged, with higher or secondary education, with an average financial situation, living in large cities. They were staying there with their families. Owing to the rich natural and cultural values and diversified tourist offer of the farms, the expectations of the tourists had been largely satisfied, but their suggestions for improvement showed some differences between the services they had expected and the services which were provided. The research showed that the factor differentiating the expectations of tourists was their socio-demographic characteristics, including age and education level