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Sustainable Agritourism for Farm Profitability: Comprehensive Evaluation of Visitors’ Intrinsic Motivation, Environmental Behavior, and Satisfaction

Author

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  • Jibin Baby

    (Central Missouri REEC, University of Missouri, Columbia, MO 65201, USA)

  • Dae-Young Kim

    (Hospitality Management, University of Missouri, Columbia, MO 65211, USA)

Abstract

Unstable farm income and the desire to diversify revenue sources have increased the significance of agritourism as an alternative economic opportunity for farmers and ranchers. Agritourism integrates the top economic drivers—agriculture and tourism—and has been identified as a highly effective complementary business for farmers to generate additional income and mitigate the financial uncertainties associated with traditional farming enterprises. Visitors’ satisfaction is critical for operating a successful agritourism business, as it influences destination choice, consumption of products and services, and the decision to return. This study examined the relationship between agritourism visitors’ intrinsic motivation, environmental behavior, satisfaction, and intentions to revisit and recommend. With a total of 615 survey responses, the study reveals a significant relationship between agritourism visitors’ intrinsic motivation, environmental behavior, and satisfaction related to destination, risk, and food attributes. Furthermore, visitors’ overall satisfaction with these three attributes significantly influences their intentions to revisit and recommend the destination. The findings of this study will enable agritourism operators and policymakers to formulate appropriate policies for the sustainable development of this sector. Future promotional and educational tools could be developed based on these findings.

Suggested Citation

  • Jibin Baby & Dae-Young Kim, 2024. "Sustainable Agritourism for Farm Profitability: Comprehensive Evaluation of Visitors’ Intrinsic Motivation, Environmental Behavior, and Satisfaction," Land, MDPI, vol. 13(9), pages 1-18, September.
    • Handle: RePEc:gam:jlands:v:13:y:2024:i:9:p:1466-:d:1474940
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    References listed on IDEAS

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    3. Gundur Leo & Anthony Brien & Yackob Astor & Mukhamad Najib & Syifaa Novianti & Wahyu Rafdinal & Dwi Suhartanto, 2021. "Attraction loyalty, destination loyalty, and motivation: agritourist perspective," Current Issues in Tourism, Taylor & Francis Journals, vol. 24(9), pages 1244-1256, May.
    4. Tao Zhang & Junyu Chen & Baoliang Hu, 2019. "Authenticity, Quality, and Loyalty: Local Food and Sustainable Tourism Experience," Sustainability, MDPI, vol. 11(12), pages 1-18, June.
    5. Terje Aven & Ortwin Renn, 2009. "On risk defined as an event where the outcome is uncertain," Journal of Risk Research, Taylor & Francis Journals, vol. 12(1), pages 1-11, January.
    6. Terence Centner, 2010. "New state liability exceptions for agritourism activities and the use of liability releases," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 27(2), pages 189-198, June.
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    Cited by:

    1. Anna Jeczmyk & Roma Rys-Jurek, 2024. "Comparative Analysis of Official Revenues from Agritourism in Italy and Poland," European Research Studies Journal, European Research Studies Journal, vol. 0(Special B), pages 573-589.
    2. Lucyna Przezborska-Skobiej & Roma Rys-Jurek, 2024. "Revenues from Agritourism and their Determinants for the European Farms," European Research Studies Journal, European Research Studies Journal, vol. 0(4), pages 905-920.
    3. Jibin Baby & Dae-Young Kim, 2025. "Segmenting Agritourism Visitors: Moving Beyond the General Market," Sustainability, MDPI, vol. 17(8), pages 1-13, April.

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