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The Sustainable Development of Organic Agriculture-Tourism: The Role of Consumer Landscape and Pro-Environment Behavior

Author

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  • Lin-Lin Xue

    (School of Management, College of Science and Technology, Ningbo University, Ningbo 315211, China
    Graduate Institute of Tourism Management, National Kaohsiung University of Hospitality and Tourism, Kaohsiung 812, Taiwan)

  • Yen-Rung Chang

    (Graduate Institute of Tourism Management, National Kaohsiung University of Hospitality and Tourism, Kaohsiung 812, Taiwan)

  • Ching-Cheng Shen

    (Graduate Institute of Tourism Management, National Kaohsiung University of Hospitality and Tourism, Kaohsiung 812, Taiwan)

Abstract

The purpose of this study is to explore the influence path of organic agricultural landscape on tourists’ pro-environment behavior and loyalty, and put forward suggestions for realizing sustainable tourism of organic agriculture. The M-R model was employed to construct an integrated model of the influence of consumer landscape on pro-environment behavior and loyalty in organic agricultural tourism. The research framework and questionnaire design were constructed on the basis of literature review and 417 valid questionnaires which were collected from tourists in Eastern Taiwan (Hualien and Taidong). SPSS was employed to analyze the reliability and validity of the questionnaire and LISREL software was used to identify the influence path between variables. The results showed that: 1. The tourists’ cognition of consumer landscape will positively affect the environmental intimacy and environmental identity. 2. Tourists’ environmental intimacy and environmental identity will increase their pro-environmental behavior. 3. Tourists’ pro-environment behavior has a positive impact on their loyalty to organic agricultural tourism. The results show that organic agricultural tourism can stimulate tourists to understand the significance, importance and multiple values of the environment, and increase the intimacy and identity of tourists to the environment, which has a great effect on pro-environment behavior and loyalty. At the same time, it also shows that organic agricultural tourism is a sustainable tourism mode, which is worth promoting.

Suggested Citation

  • Lin-Lin Xue & Yen-Rung Chang & Ching-Cheng Shen, 2020. "The Sustainable Development of Organic Agriculture-Tourism: The Role of Consumer Landscape and Pro-Environment Behavior," Sustainability, MDPI, vol. 12(15), pages 1-19, August.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:15:p:6264-:d:394186
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    References listed on IDEAS

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    1. Martina Zámková & Stanislav Rojík & Martin Prokop & Simona Činčalová & Radek Stolín, 2023. "Consumers’ Behavior in the Field of Organic Agriculture and Food Products during the COVID-19 Pandemic in the Czech Republic: Focus on a Comparison of Hyper-, Super- and Farmers’ Markets and Direct Pu," Agriculture, MDPI, vol. 13(4), pages 1-14, March.
    2. Ching-Cheng Shen & Yen-Rung Chang & Der-Jen Liu, 2020. "Rural Tourism and Environmental Sustainability—A Study on a Model for Assessing the Developmental Potential of Organic Agritourism," Sustainability, MDPI, vol. 12(22), pages 1-16, November.
    3. Elsie Nasr & Okechukwu Lawrence Emeagwali & Hasan Yousef Aljuhmani & Souha Al-Geitany, 2022. "Destination Social Responsibility and Residents’ Environmentally Responsible Behavior: Assessing the Mediating Role of Community Attachment and Involvement," Sustainability, MDPI, vol. 14(21), pages 1-26, October.
    4. Ching-Cheng Shen & Dan Wang & Jennifer Pasion Loverio, 2022. "Influence of Consumer Landscape on Place Attachment in Agritourism—The Case of Huatung, Taiwan," Agriculture, MDPI, vol. 12(10), pages 1-15, September.
    5. Ching-Cheng Shen & Dan Wang & Jennifer Pasion Loverio & Hsi-Lin Liu & Hsing-Yi Wang, 2022. "Influence of Attachment Theory on Pro-Environmental Behavior and Well-Being: A Case of Organic Agricultural Tourism in Taiwan Hualien and Taitung," Agriculture, MDPI, vol. 12(12), pages 1-16, November.

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