This study addresses how agrivisitors' social interactions affect satisfaction and,
in turn, revisit intention. Adopting social exchange theory and resource theory, the study
proposes that social interactions with service providers, local residents, companion
visitors, and other customers influence satisfaction, which in turn affects revisit
intentions. Revisit intentions, in particular, are considered as social intentions which are
shared with other people who travel together. Furthermore, this study argues that the
effect of social interactions on satisfaction is stronger for visitors who have greater
environmental concerns than those who are less concerned.
An onsite and online survey were conducted to examine the proposed model and
test the hypotheses. Subjects (N= 400) were visitors who visited organic farms with their
companions.
Structural Equation Modeling (SEM) was used to test the proposed model and
hypothesized relationships among the constructs. The analyses were performed with
Analysis of Moment Structures (AMOS 7.0). One construct (i.e., social interaction with local residents) was removed due to its high nonresponse rate, so the two hypotheses
associated with this construct were not tested. Other than that most hypotheses except
one were supported or partially supported by the data and the proposed model also had
an acceptable fit to the data. Results of the present study provide a direction for the
development of a theoretical framework to understand revisit intentions by seeking to
improve the social exchange relationships with visitors. In addition, practical
implications are presented for organic farms involved in or considering tourism
businesses.
| Identifer | oai:union.ndltd.org:tamu.edu/oai:repository.tamu.edu:1969.1/ETD-TAMU-2009-08-7090 |
| Date | 2009 August 1900 |
| Creators | Choo, Hyungsuk |
| Contributors | Petrick, James F. |
| Source Sets | Texas A and M University |
| Language | en_US |
| Detected Language | English |
| Type | Book, Thesis, Electronic Dissertation, text |
| Format | application/pdf |
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