How Memorable Are Agrifood Travel Experiences?

IF 1.2 Q3 HOSPITALITY, LEISURE, SPORT & TOURISM

Tourism and Hospitality Management-Croatia Pub Date : 2023-11-14 DOI:10.3390/tourhosp4040035

Jibin Baby, Carla Barbieri, Whitney Knollenberg

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引用次数: 0

Abstract

Destinations seek to increase their competitiveness by offering memorable experiences that can stimulate repeat visitation and positive word of mouth. Travel experiences centered on agrifood systems (i.e., agrifood tourism) encompass a set of attributes (e.g., authenticity and interaction with locals) that tend to be memorable. However, the extent to which these attributes contribute to memorability warrants further investigation. Thus, this study identified common and distinct elements of memorability across agritourism, culinary tourism, and craft-beverage tourism compared to beach tourism (control group). We surveyed a panel (n = 1019) in 2023 using a hypothetical travel scenario with four experience options. A multivariate analysis of variance showed high levels of memorability across various attributes of the agrifood experiences (e.g., learning opportunities and hands-on participation), with few differences across them, as compared to beach tourism. This study advances the scholarly construct of agrifood tourism by incorporating memorability within its complex dynamics. The study results also provide insights that marketers and managers of destinations with a mix of agrifood experiences can use to improve destination competitiveness and memorability (e.g., increasing educational offerings and adding more participative activities).

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农业食品旅行经历有多难忘?

目的地寻求通过提供令人难忘的体验来提高竞争力，从而刺激重复访问和积极的口碑。以农业食品系统为中心的旅行体验(即农业食品旅游)包含了一系列令人难忘的属性(例如，真实性和与当地人的互动)。然而，这些属性对记忆的贡献程度值得进一步调查。因此，本研究确定了与海滩旅游(对照组)相比，农业旅游、烹饪旅游和工艺饮料旅游中共同和独特的记忆要素。我们在2023年对一个小组(n = 1019)进行了调查，使用了一个假设的旅行场景，有四种体验选项。一项多变量方差分析显示，与海滩旅游相比，农业食品体验的各种属性(例如，学习机会和实践参与)的记忆程度很高，而它们之间的差异很小。本研究通过将可记忆性纳入其复杂的动态，推进了农业食品旅游的学术建构。研究结果还提供了一些见解，可供具有多种农业食品体验的目的地的营销人员和管理人员使用，以提高目的地的竞争力和可记忆性(例如，增加教育产品和增加更多的参与性活动)。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Tourism and Hospitality Management-Croatia HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

1.90

自引率

23.10%

发文量

审稿时长

15 weeks

期刊介绍： Tourism and Hospitality Management is an international, multidisciplinary, open access journal, aiming to promote and enhance research in all fields of the tourism and hospitality industry. It publishes double-blind reviewed papers and encourages an interchange between tourism and hospitality researchers, educators and managers. Editors of Tourism and Hospitality Management strongly promote research integrity and aim to prevent any type of scientific misconduct, such as: fabrication, falsification, plagiarism, redundant publication and authorship problems. All submitted manuscripts are checked using Crossref Similarity Check (iThenticate). Nurturing a scientifically based approach to research, the journal publishes original papers along with empirical research and theoretical articles that contribute to the conceptual development of tourism and hospitality management. Editors look particularly for articles about new trends, challenges and developments, as well as the application of new ideas that are likely to affect the tourism and hospitality industry. The general criteria for the acceptance of articles are: contribution to the scientific knowledge in the field of tourism and hospitality management, scientifically reliable research methodology, relevant literature review and quality of the English language.