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How Memorable Are Agrifood Travel Experiences?

Author

Listed:
  • Jibin Baby

    (Department of Parks, Recreation and Tourism Management, North Carolina State University, Raleigh, NC 27695, USA)

  • Carla Barbieri

    (Department of Parks, Recreation and Tourism Management, North Carolina State University, Raleigh, NC 27695, USA)

  • Whitney Knollenberg

    (Department of Parks, Recreation and Tourism Management, North Carolina State University, Raleigh, NC 27695, USA)

Abstract

Destinations seek to increase their competitiveness by offering memorable experiences that can stimulate repeat visitation and positive word of mouth. Travel experiences centered on agrifood systems (i.e., agrifood tourism) encompass a set of attributes (e.g., authenticity and interaction with locals) that tend to be memorable. However, the extent to which these attributes contribute to memorability warrants further investigation. Thus, this study identified common and distinct elements of memorability across agritourism, culinary tourism, and craft-beverage tourism compared to beach tourism (control group). We surveyed a panel ( n = 1019) in 2023 using a hypothetical travel scenario with four experience options. A multivariate analysis of variance showed high levels of memorability across various attributes of the agrifood experiences (e.g., learning opportunities and hands-on participation), with few differences across them, as compared to beach tourism. This study advances the scholarly construct of agrifood tourism by incorporating memorability within its complex dynamics. The study results also provide insights that marketers and managers of destinations with a mix of agrifood experiences can use to improve destination competitiveness and memorability (e.g., increasing educational offerings and adding more participative activities).

Suggested Citation

  • Jibin Baby & Carla Barbieri & Whitney Knollenberg, 2023. "How Memorable Are Agrifood Travel Experiences?," Tourism and Hospitality, MDPI, vol. 4(4), pages 1-8, November.
    • Handle: RePEc:gam:jtourh:v:4:y:2023:i:4:p:35-583:d:1279888
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    References listed on IDEAS

    as
    1. Shu-pei Tsai, 2021. "Driving destination loyalty via separate impact of hedonia and eudaimonia," Current Issues in Tourism, Taylor & Francis Journals, vol. 24(8), pages 1048-1053, April.
    2. Gil Arroyo, Claudia & Barbieri, Carla & Rozier Rich, Samantha, 2013. "Defining agritourism: A comparative study of stakeholders' perceptions in Missouri and North Carolina," Tourism Management, Elsevier, vol. 37(C), pages 39-47.
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