The Role of Push and Pull Motivations on Satisfaction and Consumer Loyalty to Agricultural Fairs

Ram N. Acharya and Jay Lillywhite
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Ram N. Acharya: Department of Agricultural Economics and Agricultural Business, New Mexico State University, Las Cruces, NM 88003, USA
Jay Lillywhite: Department of Agricultural Economics and Agricultural Business, New Mexico State University, Las Cruces, NM 88003, USA

Agriculture, 2021, vol. 11, issue 10, 1-14

Abstract: The primary objective of this study is to examine the role of push and pull factors in determining consumer trip satisfaction and loyalty to agricultural fairs. We use a modified version of Yoon and Uysal’s causal model, initially proposed to evaluate consumers’ leisure behaviors. In particular, we utilize an exploratory factor analysis approach to identify latent constructs and a structural equation model to assess the impact of consumers’ internal desires for leisure activities (push motivation) and fair attributes (pull motivation) on trip satisfaction and loyalty. Consistent with the existing literature, the structural equation model results show that push and pull motivations play a crucial role in determining visitor satisfaction from attending an agricultural fair. Moreover, both push and pull motivations significantly affect visitor’s loyalty directly and indirectly through their impact on trip satisfaction.

Keywords: agricultural fairs; travel motivations; push and pull factors; trip satisfaction; loyalty (search for similar items in EconPapers)
JEL-codes: Q1 Q10 Q11 Q12 Q13 Q14 Q15 Q16 Q17 Q18 (search for similar items in EconPapers)
Date: 2021
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