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ABSTRACT
This study examines tourist experience with agritourism attractions and assesses agritourist loyalty comprising tourist experience, perceived value, satisfaction, and motivation as its determinants. A survey was conducted to collect the data from six agritourism attractions located in Bandung, Indonesia. The self-administrated questionnaires were handed to visitors of the agritourism attractions. Of the questionnaires distributed, 413 were collected and used for testing the hypotheses. By employing exploratory factor analysis, this study uncovers that agritourist experience consists of five dimensions: uniqueness, learning, staff, escape, and peace-of-mind. Further, the data analysis, employing partial least squares modelling, notes that tourist experience, perceived value, satisfaction, and motivation are significant determinants of agritourist loyalty toward the attraction. Also, the results of this study report that among the tourist experience dimensions, learning and uniqueness have the biggest impact on tourist satisfaction, motivation, and loyalty. This study enhances the comprehension of agribusiness loyalty in the form of a working theoretical model, and benefits practitioners of agritourism in their development of strategies to create and maintain agritourist loyalty.
Disclosure statement
No potential conflict of interest was reported by the author(s).
Notes on contributors
Dwi Suhartanto is a Professor in Marketing at the Business Administration Department, Politeknik Negeri Bandung, Indonesia. His research interests include the small business development, consumer behavior, and hospitality and tourism, and Islamic marketing. His works have been published in various reputable journals including Journal of Business Research, Current Issues in Tourism, British Food Journal, and Journal of Cleaner Production.
David Dean is an Associate Professor in marketing at Lincoln University, New Zealand. His latest research direction is the marketing of experiential products (specifically Food and Wine) with a focus on consumer behavior and two-way social media strategies (major social media plat-forms, blogs, and internet forums). He also publishes in the area of services marketing with a focus on modelling service quality, mostly in the tourism (airlines, hotels, spas, resorts) industry.
Brendan T. Chen is a Professor at the National Chin Yi University of Technology in the Department of Leisure Industry Management. His background is in recreation management, speech communication, physical education and recreation. He serves as editorial board as well as a reviewer for several peer-reviewed journals. He has published papers in several international journals in this field.
Lusianus Kusdibyo is an Associate Professor in marketing at the Business Administration Department, Politeknik Negeri Bandung, Indonesia. His research interest include tourism marketing, online marketing, and social media marketing.