The Effect of Destination Image and Visitor Experience towards Behavioural Intentions at Rice Field Agritourism

Agrotourism is a tourism concept that emphasizes sustainable agricultural operations. The creation and execution of particular agritourism strategies, the development of local business value chains, and government-led tourism marketing are all attributes that have the potential to drive sustainable agritourism. Agritourism contributes significantly to tourism growth and human well-being. It also improves people's cultural and social life while encouraging business. To this end, this study investigated agritourism destinations. Additionally, the destination's image also influences the desire to promote it to others. The key elements influencing visitor intentions to visit are physical characteristics. Furthermore, destination image has a considerable influence on visiting intentions and mediates the association between these parameters and visiting intentions. Therefore, sometimes, a place with a negative reputation has to be examined so that there is a desire to return. This research aims to describe the characteristics of agrotourism visitors in Indonesia, especially those who use rice farming. Another aim is to find out the factors that play a role and look for weaknesses in agrotourism through the variables measured and also wants to know the influence of Destination Image and Visitor Experience on behavioral intentions. This study uses quantitative methods with a descriptive statistical approach, and the model is used to determine Outer Loadings Construct Reliability and Reliability and Path Coefficients. The results show that the destination image does not influence behavioral intention, but the visitor experience influences behavioral intention, and visitor experience influences destination image.