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Agritourism: experience design, activities, and revisit intention

Agritourism: experience design, activities, and revisit intention Previous studies have discussed individual effects that certain agritourism activities have on visitor response while ignoring interaction effects. Therefore, the purpose of this study is to discuss both the individual and interaction effects of agritourism activities on tourist revisit intention.Design/methodology/approachThis study classified agritourism activities into four categories and collected 883 valid samples. Logistic regression was then applied to test the influence of agritourism activities on tourist revisit intention.FindingsBased on the results of the statistical analysis, it was found that those agritourism activities, which required mutual cooperation such as do-it-yourself (DIY), animal interaction/feeding and fruit and vegetable picking, enhanced tourist revisit intention. Furthermore, the agritourism groups participating in activities with or without children did not have consistent revisit intentions regarding animal feeding/interaction activities. In particular, this study found that willingness to revisit for tourists with children was influenced by animal feeding/interaction, but not for tourists without children.Research limitations/implicationsThis study demonstrates that not all agritourism activities enhance revisit intention. For this reason, agritourism businesses should consider redesigning their activities related to visitor and animal interactions as increasing conscientiousness regarding animal welfare, especially with regard to animal abuse. Additionally, those activities focused on education and ecology are not as appreciated by tourists as they may have been previously assumed between different groups.Originality/valueThe findings of this study reveal that if the types of agritourism activities could fulfill visitors' expectations and desires they are more likely to have a satisfying experience. The authors consider some of these notions to be a kind of unrealistic fantasy regarding agritourism and the kind of activities involved therein. This kind of fantasy is likely formed by visitors 2019 past experiences and culture. As a result, the authors conclude that agritourism activities focused on the education of plants and ecology do not achieve the truly preferred aim of better interaction between people. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Tourism Review Emerald Publishing

Agritourism: experience design, activities, and revisit intention

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1660-5373
eISSN
1660-5373
DOI
10.1108/tr-10-2019-0438
Publisher site
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Abstract

Previous studies have discussed individual effects that certain agritourism activities have on visitor response while ignoring interaction effects. Therefore, the purpose of this study is to discuss both the individual and interaction effects of agritourism activities on tourist revisit intention.Design/methodology/approachThis study classified agritourism activities into four categories and collected 883 valid samples. Logistic regression was then applied to test the influence of agritourism activities on tourist revisit intention.FindingsBased on the results of the statistical analysis, it was found that those agritourism activities, which required mutual cooperation such as do-it-yourself (DIY), animal interaction/feeding and fruit and vegetable picking, enhanced tourist revisit intention. Furthermore, the agritourism groups participating in activities with or without children did not have consistent revisit intentions regarding animal feeding/interaction activities. In particular, this study found that willingness to revisit for tourists with children was influenced by animal feeding/interaction, but not for tourists without children.Research limitations/implicationsThis study demonstrates that not all agritourism activities enhance revisit intention. For this reason, agritourism businesses should consider redesigning their activities related to visitor and animal interactions as increasing conscientiousness regarding animal welfare, especially with regard to animal abuse. Additionally, those activities focused on education and ecology are not as appreciated by tourists as they may have been previously assumed between different groups.Originality/valueThe findings of this study reveal that if the types of agritourism activities could fulfill visitors' expectations and desires they are more likely to have a satisfying experience. The authors consider some of these notions to be a kind of unrealistic fantasy regarding agritourism and the kind of activities involved therein. This kind of fantasy is likely formed by visitors 2019 past experiences and culture. As a result, the authors conclude that agritourism activities focused on the education of plants and ecology do not achieve the truly preferred aim of better interaction between people.

Journal

Tourism Review – Emerald Publishing

Published: Nov 18, 2021

Keywords: Logistic regression; Revisit intention; Agritourism; Agritourism activities; Agroturismo; Actividades agroturísticas; Intención de volver a visitar; Regresión logística; 农业观光; 农业观光活动; 再游意愿; 逻辑回归

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