Tourist experience with agritourism attractions: What leads to loyalty?

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.