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Linking Visitors’ Push Motivation to Emotional Involvement and their Satisfaction towards Sustainable Farm Tourism

Author

Listed:
  • Amit Gusain

    (Faculty of Hotel and Tourism Management, SGT University, Gurugram, India)

  • Sunil K. Verma

    (Faculty of Commerce and Management, SGT University, Gurugram, India)

Abstract

This study explores how visitors’ push motivations—novelty and prestige, Relaxation, and relationship enhancement—influence emotional involvement and overall Satisfaction within the context of sustainable farm tourism in Wayanad, Kerala. Primary data were collected from 385 visitors across five selected sustainable farm tourism sites using a structured questionnaire. The proposed research model was tested using PLS-SEM approach in Smart PLS 4.0. The findings indicate that all push motivations significantly and positively affect emotional involvement, with relationship enhancement exerting the strongest influence, followed by novelty and prestige and Relaxation. Emotional involvement was found to have a substantial positive effect on visitor satisfaction. In addition, push motivations directly influence Satisfaction, with relationship enhancement and Relaxation emerging as key predictors, while novelty and prestige show a comparatively weaker yet significant effect. Mediation analysis confirms that emotional involvement partially mediates the relationship between push motivations and Satisfaction. The study highlights the importance of emotionally engaging, socially interactive, and relaxing farm tourism experiences in enhancing visitor satisfaction and promoting sustainable rural tourism development.

Suggested Citation

  • Amit Gusain & Sunil K. Verma, 2026. "Linking Visitors’ Push Motivation to Emotional Involvement and their Satisfaction towards Sustainable Farm Tourism," Journal of Tourism, Sustainability and Well-being, CinTurs - Research Centre for Tourism, Sustainability and Well-being, University of Algarve, vol. 14(1), pages 37-54, March.
    • Handle: RePEc:ris:jspord:022410
    DOI: 10.34623/6paq-ym14
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    JEL classification:

    • Z32 - Other Special Topics - - Tourism Economics - - - Tourism and Development
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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