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Atmosphere, Service, and Flavor: Exploring Quality Dimensions of Farm-Raised Foods in Agritourism

Author

Listed:
  • 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

The integration of farm-raised foods plays a pivotal role in elevating the attractiveness and long-term sustainability of agritourism destinations. These locally sourced culinary offerings not only provide economic opportunities and environmental benefits but also enhance the authenticity of the visitor experience, contributing to the vitality and resilience of rural communities. This study explores how three quality dimensions of farm-raised foods (atmospherics, service quality, food quality) shape visitors’ behavioral intentions. Furthermore, it examines the mediating role of visitors’ perceptions of farm-raised foods in this relationship. Drawing on data collected from 615 agritourism visitors using a quantitative approach and a structured survey instrument, the results indicate that all three quality dimensions significantly influence behavioral intentions, highlighting the importance of how the farm-raised foods are presented and interpreted. Furthermore, visitors’ perceptions of farm-raised foods significantly mediated the relationship between food quality and behavioral intentions. The findings underscore the need for agritourism operators to create immersive, high-quality food experiences that connect guests to local agriculture and culture. By emphasizing these dimensions, destination managers can enhance visitor satisfaction, build brand loyalty, and promote more sustainable rural tourism development. This research provides practical insights for strengthening agritourism strategies while supporting broader goals of sustainability and community enrichment.

Suggested Citation

  • Jibin Baby & Dae-Young Kim, 2025. "Atmosphere, Service, and Flavor: Exploring Quality Dimensions of Farm-Raised Foods in Agritourism," Tourism and Hospitality, MDPI, vol. 6(4), pages 1-12, August.
    • Handle: RePEc:gam:jtourh:v:6:y:2025:i:4:p:165-:d:1736899
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    References listed on IDEAS

    as
    1. Jibin Baby & Carla Barbieri & Whitney Knollenberg, 2023. "How Memorable Are Agrifood Travel Experiences?," Tourism and Hospitality, MDPI, vol. 4(4), pages 1-8, November.
    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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