Tourist and destination social responsibility as drivers of revisit intention in agritourism
Main Article Content
Abstract
Purpose - Agritourism is widely regarded as a form of sustainable tourism that only satisfies tourists’ expectatial and recreational demands but also contributes to improving the income of local communities. This study aims to examine the simultaneous destination social responsibility (DSR) and tourist social responsibility (TSR) on revisit intention to agritourism destinations. The findings are expected to provide significant insight into the role of stakeholders’ social responsibility in promoting sustainable agritourism.
Design/methodology/approach - The study adopts a quantitative research methodology, employing partial least squares structural equation modeling (PLS-SEM) to test the proposed hypotheses. Based on data collected from 424 survey responses.
Findings - The ressult indicated that both destination social responsibility and tourist social responsibility exert significant positive direct effects on revisit intention, with tourist social responsibility demonstrating a more prominent influence than destination social responsibility. Futhermore, the findings reveal that tourist – destination congruity serves as a partial mediator in the relationship between destination social responsibility, tourist social responsibility and revisit intention.
Originality/value – This study contributes to the agritourism literature by examining the roles of both destination-side and tourist-destination congruity as a mediating mechanism. The results suggest that revisit intention in agritourism is not solely influenced by the social responsibility of stakeholders but also depends on the alignment of their shared responsibility in tourism activities, offering a basis for future research on multi-stakeholder responsibility in sustainable tourism
Practical implications – Agritourism destinations should strengthen sustainability practices and communication, offer experiential activities for tourists to enact social responsibility, and build a green, value-aligned destination brand targeted at sustainability-conscious tourist segments to foster stronger revisit intention.
Keywords
Agricultural tourism; Destination social responsibility; Tourist social responsibility; Tourist-Destination congruity; Revisit intention
Article Details
Field of Economic (JEL Codes)
L83 - Sports • Gambling • Restaurants • Recreation • Tourism - Industry Studies: Services, Q01 - Sustainable Development - General, Z32 - Tourism and Development - Tourism Economics
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