Journal
TOURISM MANAGEMENT
Volume 61, Issue -, Pages 354-367Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.tourman.2017.02.002
Keywords
SDL; Value co-creation; Agritourism; Rural culture; Tourists' mutual engagement; Tourists' experience of agritourism activities
Funding
- Ministry of Science and Technology (MOST, Taiwan)
Ask authors/readers for more resources
In recent decades, providing production and service simultaneously has remained an unsolved problem in developing agritourism. This study adopted the concept of service-dominant logic, with a service blueprint to assist entrepreneurs in designing agritourism activities that will enhance the tourists' experience within four working farm field experiments. The results showed that agritourism activities with SDL design (experiment B) did not comprehensively enhance the experience of tourists learning agricultural knowledge. The agricultural activities (i.e., experience of rural culture) (experiment C) and other tourist behaviors (i.e., tourists' mutual engagement) (experiment D) were integrated with SDL agritourism activities in order to more effectively enhance the tourists' experience of agritourism and lead to an increase in tourists' intention to revisit and actual purchase of agricultural products. Based on our findings, rural culture and tourists' mutual engagement were critical for agribusiness to integrate the specific characteristics of internal service (e.g., agritourism activities or service strategy). (C) 2017 Elsevier Ltd. All rights reserved.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available