IDEAS home Printed from https://ideas.repec.org/a/sae/toueco/v20y2014i3p629-645.html
   My bibliography  Save this article

Factors Influencing Rural Tourists' Purchasing Behaviour: Four Types of Direct Farm Markets in South Korea

Author

Listed:
  • Kyung-Hee Kim

    (Department of Agricultural Environment, National Academy of Agricultural Science, Rural Development Administration, Suwon 441–707, Republic of Korea)

  • Duk-Byeong Park

    (Department of Community Development, College of Industrial Science, Kongju National University, 54 Daehak-ro, Yesan-gun, Chungnam 340–702, Republic of Korea)

Abstract

The objective of this study is to identify the factors that influence the purchasing behaviour of rural tourists in relation to four types of direct farm markets in South Korea: pick-your-own markets, on-farm markets, farmers' markets and online markets after visitation. The estimation results obtained from a binomial logistic regression model were used to identify the characteristics of those tourists most likely to opt for each type of direct farm market. A field survey was used to collect data from 437 visitors to rural areas in South Korea. The results show that various factors differentially affect tourists' decisions to visit specific areas or to visit each type of direct farm market. The findings indicate that the people most likely to buy in pick-your-own markets tend to be wealthier or male, whereas married women and people who live in metropolitan areas are more likely to visit on-farm markets.

Suggested Citation

  • Kyung-Hee Kim & Duk-Byeong Park, 2014. "Factors Influencing Rural Tourists' Purchasing Behaviour: Four Types of Direct Farm Markets in South Korea," Tourism Economics, , vol. 20(3), pages 629-645, June.
    • Handle: RePEc:sae:toueco:v:20:y:2014:i:3:p:629-645
    DOI: 10.5367/te.2013.0305
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.5367/te.2013.0305
    Download Restriction: no
    File URL: https://libkey.io/10.5367/te.2013.0305?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Thilmany, Dawn D. & Bond, Jennifer Keeling & Bond, Craig A., 2006. "Direct Marketing of Fresh Produce: Understanding Consumer Interest in Product and Process-Based Attributes," 2006 Annual meeting, July 23-26, Long Beach, CA 21217, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    2. Govindasamy, Ramu & Nayga, Rodolfo M., 1997. "Determinants of Farmer-to-Consumer Direct Market Visits by Type of Facility: A Logit Analysis," Agricultural and Resource Economics Review, Cambridge University Press, vol. 26(1), pages 31-38, April.
    3. Gallons, James & Toensmeyer, Ulrich C. & Bacon, J. Richard & German, Carl L., 1997. "An Analysis Of Consumer Characteristics Concerning Direct Marketing Of Fresh Produce In Delaware: A Case Study," Journal of Food Distribution Research, Food Distribution Research Society, vol. 28(1), pages 1-9, February.
    4. Keeling Bond, Jennifer J. & Thilmany, Dawn D. & Bond, Craig A., 2006. "Direct Marketing of Fresh Produce: Understanding Consumer Purchasing Decisions," Choices: The Magazine of Food, Farm, and Resource Issues, Agricultural and Applied Economics Association, vol. 21(4), pages 1-9.
    5. Govindasamy, Ramu & Zurbriggen, Marta & Italia, John & Adelaja, Adesoji O. & Nitzsche, Peter & VanVranken, Richard, 1998. "Farmers Markets: Consumer Trends, Preferences, and Characteristics," P Series 36722, Rutgers University, Department of Agricultural, Food and Resource Economics.
    6. Onianwa, Odili & Mojica, Maribel N. & Wheelock, Gerald, 2006. "Consumer Characteristics and Views Regarding Farmers Markets: An Examination of On-Site Survey Data of Alabama Consumers," Journal of Food Distribution Research, Food Distribution Research Society, vol. 37(1), pages 1-7, March.
    7. Kezis, Alan S. & Gwebu, Thula & Peavey, Stephanie R. & Cheng, Hsiang-Tai, 1998. "A Study Of Consumers At A Small Farmers' Market In Maine: Results From A 1995 Survey," Journal of Food Distribution Research, Food Distribution Research Society, vol. 29(1), pages 1-9, February.
    8. Wolf, Marianne McGarry & Spittler, Arianne & Ahern, James, 2005. "A Profile of Farmers' Market Consumers and the Perceived Advantages of Produce Sold at Farmers' Markets," Journal of Food Distribution Research, Food Distribution Research Society, vol. 36(1), pages 1-10, March.
    9. Di Domenico, MariaLaura & Miller, Graham, 2012. "Farming and tourism enterprise: Experiential authenticity in the diversification of independent small-scale family farming," Tourism Management, Elsevier, vol. 33(2), pages 285-294.
    10. Wolf, Marianne McGarry, 1997. "A Target Consumer Profile And Positioning For Promotion Of The Direct Marketing Of Fresh Produce: A Case Study," Journal of Food Distribution Research, Food Distribution Research Society, vol. 28(3), pages 1-7, October.
    11. Schmit, T.M. & Gómez, M.I., 2011. "Developing viable farmers markets in rural communities: An investigation of vendor performance using objective and subjective valuations," Food Policy, Elsevier, vol. 36(2), pages 119-127, April.
    12. Gandee, Jesse E. & Brown, Cheryl & D'Souza, Gerard E., 2003. "The Role Of Spatial And Demographic Characteristics In Direct Farm Marketing: An Econometric Approach," 2003 Annual meeting, July 27-30, Montreal, Canada 21912, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    13. Wolf, Marianne McGarry & Berrenson, Eric, 2003. "A Comparison Of Purchasing Behaviors And Consumer Profiles At San Luis Obispo'S Thursday Night Farmers' Market: A Case Study," Journal of Food Distribution Research, Food Distribution Research Society, vol. 34(1), pages 1-16, March.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Jiaxing Cui & Ruihao Li & Lingyu Zhang & Ying Jing, 2021. "Spatially Illustrating Leisure Agriculture: Empirical Evidence from Picking Orchards in China," Land, MDPI, vol. 10(6), pages 1-20, June.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Detre, Joshua D. & Mark, Tyler B. & Clark, Benjamin M., 2010. "Understanding Why College-Educated Millennials Shop at Farmers Markets: An Analysis of Students at Louisiana State University," Journal of Food Distribution Research, Food Distribution Research Society, vol. 41(3), pages 1-11, November.
    2. Yeong Sheng Tey & Poppy Arsil & Mark Brindal & Chi Teen Teoh & Han Wei Lim, 2017. "Motivations Underlying Consumers’ Preference for Farmers’ Markets in Klang Valley: A Means-End Chain Approach," Sustainability, MDPI, vol. 9(11), pages 1-13, October.
    3. Anderson, Langston & Hargrove, Tasha M. & Zabawa, Robert & Zekeri, Andrew A., 2017. "Assessing Marketing Alternatives for Small Farmers in Selected Alabama Black Belt Counties," Professional Agricultural Workers Journal (PAWJ), Professional Agricultural Workers Conference, vol. 4(2), June.
    4. Nicole Didero & Marco Costanigro & Becca B. R. Jablonski, 2021. "Promoting farmers market via information nudges and coupons: A randomized control trial," Agribusiness, John Wiley & Sons, Ltd., vol. 37(3), pages 531-549, July.
    5. Theresa Varner & Daniel Otto, 2008. "Factors Affecting Sales at Farmers' Markets: An Iowa Study," Review of Agricultural Economics, Agricultural and Applied Economics Association, vol. 30(1), pages 176-189.
    6. Spiller, Achim & Zuhlsdorf, Anke & Mellin, Matthias, 2007. "Farmer-to-Consumer Direct Marketing: The Role of Customer Satisfaction Measurement for Service Innovations," 2007 1st Forum, February 15-17, 2007, Innsbruck, Austria 6607, International European Forum on System Dynamics and Innovation in Food Networks.
    7. Abello, Francisco J. & Palma, Marco A. & Anderson, David P. & Waller, Mark W., 2012. "Evaluating the Factors Influecing the Number of Visits to Farmers' Markets," 2012 Annual Meeting, February 4-7, 2012, Birmingham, Alabama 119786, Southern Agricultural Economics Association.
    8. Martinez, Stephen W. & Hand, Michael S. & Da Pra, Michelle & Pollack, Susan L. & Ralston, Katherine L. & Smith, Travis A. & Vogel, Stephen J. & Clark, Shellye & Lohr, Luanne & Low, Sarah A. & Newman, , 2010. "Local Food Systems: Concepts, Impacts, and Issues," Economic Research Report 96635, United States Department of Agriculture, Economic Research Service.
      • Martinez, Steve & Hand, Michael & Da Pra, Michelle & Pollack, Susan & Ralston, Katherine & Smith, Travis & Vogel, Stephen & Clarke, Shellye & Lohr, Luanne & Low, Sarah & Newman, Constance, 2010. "Local food systems: concepts, impacts, and issues," MPRA Paper 24313, University Library of Munich, Germany.
    9. Chao-Jung R. Chen & Tun-Hsiang Edward Yu & Rachel J. C. Fu, 2021. "Strategic Management for Community-Based Markets: From Consumers’ Perspectives and Experiences," Sustainability, MDPI, vol. 13(10), pages 1-18, May.
    10. Nicholas A. Lancaster & Ariana P. Torres, 2019. "Investigating the Drivers of Farm Diversification Among U.S. Fruit and Vegetable Operations," Sustainability, MDPI, vol. 11(12), pages 1-20, June.
    11. Fang, Xin & Huang, Hui & Leung, PingSun, 2018. "Competitiveness of local food: an empirical analysis of the tomato market dynamics," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 21(1).
    12. Onianwa, Okwudili O. & Wheelock, Gerald & Mojica, Maribel N., 2005. "An Analysis of the Determinants of Farmer-to-Consumer Direct-Market Shoppers," Journal of Food Distribution Research, Food Distribution Research Society, vol. 36(1), pages 1-5, March.
    13. Brown, Cheryl & Gandee, Jesse E. & D'Souza, Gerard E., 2006. "West Virginia Farm Direct Marketing: A County Level Analysis," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 38(3), pages 1-10, December.
    14. Uematsu, Hiroki & Mishra, Ashok K., 2011. "Use of Direct Marketing Strategies by Farmers and Their Impact on Farm Business Income," Agricultural and Resource Economics Review, Cambridge University Press, vol. 40(1), pages 1-19, April.
    15. Gandee, Jesse E. & Brown, Cheryl & D'Souza, Gerard E., 2003. "The Role Of Spatial And Demographic Characteristics In Direct Farm Marketing: An Econometric Approach," 2003 Annual meeting, July 27-30, Montreal, Canada 21912, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    16. Paudel, Krishna P. & Park, Timothy A. & Pandit, Mahesh, 2017. "U.S. Farmers' Decision to Choose Direct Sales Channel: A Fractional Seemingly Unrelated Semiparametric Model," 2017 Annual Meeting, July 30-August 1, Chicago, Illinois 258370, Agricultural and Applied Economics Association.
    17. Printezis, Iryna & Grebitus, Carola, 2018. "Marketing Channels for Local Food," Ecological Economics, Elsevier, vol. 152(C), pages 161-171.
    18. Kezis, Alan S. & Gwebu, Thula & Peavey, Stephanie R. & Cheng, Hsiang-Tai, 1998. "A Study Of Consumers At A Small Farmers' Market In Maine: Results From A 1995 Survey," Journal of Food Distribution Research, Food Distribution Research Society, vol. 29(1), pages 1-9, February.
    19. Bougherara, Douadia & Grolleau, Gilles & Mzoughi, Naoufel, 2009. "Buy local, pollute less: What drives households to join a community supported farm?," Ecological Economics, Elsevier, vol. 68(5), pages 1488-1495, March.
    20. Richards, Timothy J. & Gómez, Miguel I. & Pofahl, Geoffrey, 2012. "A Multiple-discrete/Continuous Model of Price Promotion," Journal of Retailing, Elsevier, vol. 88(2), pages 206-225.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:toueco:v:20:y:2014:i:3:p:629-645. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.