Abstract

This study suggests that four types of visitors’ social interactions exist in agritourismwith service providers (farmers), companion travelers, other customers, and local residents, based on social exchange theory and resource theory, addressing how those affect satisfaction. Of these interactions, the first interaction has been extensively examined with respect to its effect on positive post-purchase behaviors as it is often deemed more controllable than other types of interactions. However, all interactions or relationships at service encounters can individually or in combination, positively influence post-purchase behaviors, although it is often difficult to untangle their effects. By incorporating multiple observable relationships associated with service delivery specific to agritourism settings, this study will provide insight into service encounter research applicable to small-scale enterprises which predominate agritourism operations. A survey of 400 visitors to farms located in Texas reveals that most of hypotheses are supported.

Share

COinS
 

The relationship of Social Interactions and Satisfaction for Agritourism Service Encounters

This study suggests that four types of visitors’ social interactions exist in agritourismwith service providers (farmers), companion travelers, other customers, and local residents, based on social exchange theory and resource theory, addressing how those affect satisfaction. Of these interactions, the first interaction has been extensively examined with respect to its effect on positive post-purchase behaviors as it is often deemed more controllable than other types of interactions. However, all interactions or relationships at service encounters can individually or in combination, positively influence post-purchase behaviors, although it is often difficult to untangle their effects. By incorporating multiple observable relationships associated with service delivery specific to agritourism settings, this study will provide insight into service encounter research applicable to small-scale enterprises which predominate agritourism operations. A survey of 400 visitors to farms located in Texas reveals that most of hypotheses are supported.