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A Study on the Relationship between Tourists’ Experience and Experience Value and Satisfaction in Taiwan’s Farmer’s Markets

Author

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  • Shih-Chi Tseng

    (School of Innovation and Entrepreneurship Academy, Shaoguan University, 288 Daxue Road, Shaoguan 512005, Guangdong Province, China)

  • Dan Wang

    (Graduate Institute of Tourism Management, National Kaohsiung University of Hospitality and Tourism, 812301 No.1, Songhe Road, Xiaogang Dist., Kaohsiung City 81271, Taiwan)

  • Ching-Cheng Shen

    (Graduate Institute of Tourism Management, National Kaohsiung University of Hospitality and Tourism, 812301 No.1, Songhe Road, Xiaogang Dist., Kaohsiung City 81271, Taiwan)

  • Hsiao-Ping Chung

    (Graduate Institute of Visual Communication Design, TransWorld University, No.1221, Zhennan Road, Douliu City, Yunlin County 640, Taiwan)

Abstract

This study explores the effects of four types of visitor experiences on experience value and satisfaction. Farmer’s markets indirectly have an educational function through disseminating food and agricultural knowledge. They significantly shorten farm product distribution channels, providing more economic benefits for participating producers. After the pre-test, a questionnaire was officially distributed using convenience sampling and analyzed in SPSS. The study primarily found that the entertainment factor has the most significant impact on the experience value and satisfaction of the visitor experience. Moreover, through quantitative analysis, this research offers practical recommendations to enhance consumer experience value and satisfaction for farmer’s market stallholders and managers.

Suggested Citation

  • Shih-Chi Tseng & Dan Wang & Ching-Cheng Shen & Hsiao-Ping Chung, 2023. "A Study on the Relationship between Tourists’ Experience and Experience Value and Satisfaction in Taiwan’s Farmer’s Markets," Sustainability, MDPI, vol. 15(10), pages 1-15, May.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:10:p:8347-:d:1151994
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    References listed on IDEAS

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    1. Bi-Kun Tsai, 2019. "Determinants of Consumers’ Retention and Subjective Well-Being: A Sustainable Farmers’ Market Perspective," Sustainability, MDPI, vol. 11(22), pages 1-14, November.
    2. Young Joong Kim & Jung Sook Park & Hyeon Mo Jeon, 2021. "Experiential Value, Satisfaction, Brand Love, and Brand Loyalty toward Robot Barista Coffee Shop: The Moderating Effect of Generation," Sustainability, MDPI, vol. 13(21), pages 1-16, October.
    3. Ali Shah, Irfan & Rajper, Zulfiqar Ali & Ali Ghumro, Ikhtiar & Wahab Mahar, Saqib, 2018. "Experiential value mediates relationship between Experiential Marketing and Customer Satisfaction," Sukkur IBA Journal of Management and Business, Sukkur IBA University, vol. 5(2), pages 45-61, July-Dece.
    4. Dubois, Charline & Cawley, Mary & Schmitz, Serge, 2017. "The tourist on the farm: A ‘muddled’ image," Tourism Management, Elsevier, vol. 59(C), pages 298-311.
    5. Bi-Kun Tsai & Ku-Yuan Lee & Chi-Ming Hsieh & Pimpinan Somsong, 2019. "Determinants of Actual Purchase Behavior in Farmers’ Markets," Sustainability, MDPI, vol. 11(19), pages 1-14, October.
    6. Sofia Karampela & Dimitris Kavroudakis & Thanasis Kizos, 2019. "Agritourism networks: empirical evidence from two case studies in Greece," Current Issues in Tourism, Taylor & Francis Journals, vol. 22(12), pages 1460-1479, July.
    7. Nguyen Huu Khoi & Nguyen Dong Phong & Angelina Nhat-Hanh Le, 2020. "Customer inspiration in a tourism context: an investigation of driving and moderating factors," Current Issues in Tourism, Taylor & Francis Journals, vol. 23(21), pages 2699-2715, November.
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