Considering the role of agritourism co-creation from a service-dominant logic perspective
Austin Rong-Da Liang
Tourism Management, 2017, vol. 61, issue C, 354-367
In recent decades, providing production and service simultaneously has remained an unsolved problem in developing agritourism. This study adopted the concept of service-dominant logic, with a service blueprint to assist entrepreneurs in designing agritourism activities that will enhance the tourists' experience within four working farm field experiments. The results showed that agritourism activities with SDL design (experiment B) did not comprehensively enhance the experience of tourists learning agricultural knowledge. The agricultural activities (i.e., experience of rural culture) (experiment C) and other tourist behaviors (i.e., tourists' mutual engagement) (experiment D) were integrated with SDL agritourism activities in order to more effectively enhance the tourists' experience of agritourism and lead to an increase in tourists' intention to revisit and actual purchase of agricultural products. Based on our findings, rural culture and tourists' mutual engagement were critical for agribusiness to integrate the specific characteristics of internal service (e.g., agritourism activities or service strategy).
Keywords: SDL; Value co-creation; Agritourism; Rural culture; Tourists' mutual engagement; Tourists' experience of agritourism activities (search for similar items in EconPapers)
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1) Track citations by RSS feed
Downloads: (external link)
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
Persistent link: https://EconPapers.repec.org/RePEc:eee:touman:v:61:y:2017:i:c:p:354-367
Access Statistics for this article
Tourism Management is currently edited by Chris Ryan
More articles in Tourism Management from Elsevier
Bibliographic data for series maintained by Dana Niculescu ().