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Considering the role of agritourism co-creation from a service-dominant logic perspective

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  • Liang, Austin Rong-Da

Abstract

In recent decades, providing production and service simultaneously has remained an unsolved problem in developing agritourism. This study adopted the concept of service-dominant logic, with a service blueprint to assist entrepreneurs in designing agritourism activities that will enhance the tourists' experience within four working farm field experiments. The results showed that agritourism activities with SDL design (experiment B) did not comprehensively enhance the experience of tourists learning agricultural knowledge. The agricultural activities (i.e., experience of rural culture) (experiment C) and other tourist behaviors (i.e., tourists' mutual engagement) (experiment D) were integrated with SDL agritourism activities in order to more effectively enhance the tourists' experience of agritourism and lead to an increase in tourists' intention to revisit and actual purchase of agricultural products. Based on our findings, rural culture and tourists' mutual engagement were critical for agribusiness to integrate the specific characteristics of internal service (e.g., agritourism activities or service strategy).

Suggested Citation

  • Liang, Austin Rong-Da, 2017. "Considering the role of agritourism co-creation from a service-dominant logic perspective," Tourism Management, Elsevier, vol. 61(C), pages 354-367.
    • Handle: RePEc:eee:touman:v:61:y:2017:i:c:p:354-367
    DOI: 10.1016/j.tourman.2017.02.002
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    References listed on IDEAS

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    2. Viglia, Giampaolo & Dolnicar, Sara, 2020. "A review of experiments in tourism and hospitality," Annals of Tourism Research, Elsevier, vol. 80(C).
    3. Feng Xu & Yuli Bai & Shuaishuai Li, 2020. "Examining the Antecedents of Brand Engagement of Tourists Based on the Theory of Value Co-Creation," Sustainability, MDPI, vol. 12(5), pages 1-21, March.
    4. Alieh Abadi & Mehdi Khakzand, 2022. "Extracting the qualitative dimensions of agritourism for the sustainable development of Charqoli village in Iran: the promotion of vernacular entrepreneurship and environment-oriented preservation per," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 24(11), pages 12609-12671, November.
    5. Joonhyeong Joseph Kim & Insin Kim, 2018. "Entrepreneurial Marketing and Airline-Cause Sponsorship Congruence: Passenger Sponsorship Response to US-Based Full-Service Airlines," Sustainability, MDPI, vol. 10(7), pages 1-20, July.
    6. Yuan Lee & Insin Kim, 2019. "A value co-creation model in brand tribes: the effect of luxury cruise consumers’ power perception," Service Business, Springer;Pan-Pacific Business Association, vol. 13(1), pages 129-152, March.
    7. Vera Sadovska & Lena Ekelund Axelson & Cecilia Mark-Herbert, 2020. "Reviewing Value Creation in Agriculture—A Conceptual Analysis and a New Framework," Sustainability, MDPI, vol. 12(12), pages 1-22, June.

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