How Memorable Are Agrifood Travel Experiences?

Jibin Baby, Carla Barbieri () and Whitney Knollenberg
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Jibin Baby: Department of Parks, Recreation and Tourism Management, North Carolina State University, Raleigh, NC 27695, USA
Carla Barbieri: Department of Parks, Recreation and Tourism Management, North Carolina State University, Raleigh, NC 27695, USA
Whitney Knollenberg: Department of Parks, Recreation and Tourism Management, North Carolina State University, Raleigh, NC 27695, USA

Tourism and Hospitality, 2023, vol. 4, issue 4, 1-8

Abstract: Destinations seek to increase their competitiveness by offering memorable experiences that can stimulate repeat visitation and positive word of mouth. Travel experiences centered on agrifood systems (i.e., agrifood tourism) encompass a set of attributes (e.g., authenticity and interaction with locals) that tend to be memorable. However, the extent to which these attributes contribute to memorability warrants further investigation. Thus, this study identified common and distinct elements of memorability across agritourism, culinary tourism, and craft-beverage tourism compared to beach tourism (control group). We surveyed a panel ( n = 1019) in 2023 using a hypothetical travel scenario with four experience options. A multivariate analysis of variance showed high levels of memorability across various attributes of the agrifood experiences (e.g., learning opportunities and hands-on participation), with few differences across them, as compared to beach tourism. This study advances the scholarly construct of agrifood tourism by incorporating memorability within its complex dynamics. The study results also provide insights that marketers and managers of destinations with a mix of agrifood experiences can use to improve destination competitiveness and memorability (e.g., increasing educational offerings and adding more participative activities).

Keywords: agritourism; craft-beverage tourism; culinary tourism; memorability (search for similar items in EconPapers)
JEL-codes: Z3 Z30 Z31 Z32 Z33 Z38 (search for similar items in EconPapers)
Date: 2023
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