“…From the literature, a gap emerges in linking demand segments to supply according to its feature and characteristics. So far, limited work has been carried out to match demand and supply and, within tourism and the service industries in general, the main focus is still on either forecasting (Fei, Lu, & Lju, ; Reiner & Fichtinger, ), demand fluctuations and seasonality (Kandampully, ), or the service encounter (Brown & Kirmani, ; Mattila & Enz, ; Matttila, Grandey, & Fisk, ; Sharma, Mathur, & Abhinav, ). The present paper broadens the existing knowledge and provides an integrated conceptual framework to jointly analyze demand and supply for small hospitality firms, and specifically agritourism firms.…”