Sustainable Agritourism for Farm Profitability: Comprehensive Evaluation of Visitors’ Intrinsic Motivation, Environmental Behavior, and Satisfaction

Jibin Baby and Dae-Young Kim ()
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Jibin Baby: Central Missouri REEC, University of Missouri, Columbia, MO 65201, USA
Dae-Young Kim: Hospitality Management, University of Missouri, Columbia, MO 65211, USA

Land, 2024, vol. 13, issue 9, 1-18

Abstract: Unstable farm income and the desire to diversify revenue sources have increased the significance of agritourism as an alternative economic opportunity for farmers and ranchers. Agritourism integrates the top economic drivers—agriculture and tourism—and has been identified as a highly effective complementary business for farmers to generate additional income and mitigate the financial uncertainties associated with traditional farming enterprises. Visitors’ satisfaction is critical for operating a successful agritourism business, as it influences destination choice, consumption of products and services, and the decision to return. This study examined the relationship between agritourism visitors’ intrinsic motivation, environmental behavior, satisfaction, and intentions to revisit and recommend. With a total of 615 survey responses, the study reveals a significant relationship between agritourism visitors’ intrinsic motivation, environmental behavior, and satisfaction related to destination, risk, and food attributes. Furthermore, visitors’ overall satisfaction with these three attributes significantly influences their intentions to revisit and recommend the destination. The findings of this study will enable agritourism operators and policymakers to formulate appropriate policies for the sustainable development of this sector. Future promotional and educational tools could be developed based on these findings.

Keywords: agritourism; environmental behavior; food safety; intrinsic motivation; rural tourism; satisfaction; sustainability (search for similar items in EconPapers)
JEL-codes: Q15 Q2 Q24 Q28 Q5 R14 R52 (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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