Feasibility Assessment of Stakeholder Benefits in Community-Based Agritourism through University Social Responsibility Practices

Levinus Chassang, Chi-Jen Hsieh, Tzu-Ning Li () and Chi-Ming Hsieh ()
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Levinus Chassang: International Master Program of Agriculture, National Chung Hsing University, Taichung City 402, Taiwan
Chi-Jen Hsieh: Department of Journalism, National Defense University, Taipei City 112, Taiwan
Tzu-Ning Li: Department of Fashion Design, Hsuan Chuang University, Hsinchu City 300, Taiwan
Chi-Ming Hsieh: International Bachelor Program of Agribusiness, National Chung Hsing University, Taichung City 402, Taiwan

Agriculture, 2024, vol. 14, issue 4, 1-16

Abstract: This study selected the TaiAn rural community in Taiwan as the study site. TaiAn collaborated with local universities to implement the University Social Responsibility (USR) practice through community-based agritourism (CBA). The social exchange theory (SET) was adopted as a theoretical framework to weigh the costs and benefits perceived among different stakeholders (residents, tourists, students, and lecturers) regarding CBA development. The research purpose was to explore the determinants of support for sustainable CBA using a mixed quantitative and qualitative approach based on the SET. The empirical results from 117 completed surveys indicated that Agricultural Experiential Benefits, Perceived Environmental Impacts, and Mental Health Benefits positively influenced tourists’ support for CBA. The qualitative interview results also supported the notion that agriculture students, faculty, and community members could derive various benefits from participating in USR practices within local communities. Theoretical and managerial implications were proposed for marketers and policymakers to gain a deep understanding of CBA practices.

Keywords: university social responsibility; social exchange theory; rural tourism; multi-stakeholder partnerships (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: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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