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Using the RPM Model to Explore the Impact of Organic Agritourism Destination Fascination on Loyalty—The Mediating Roles of Place Attachment and Pro-Environmental Behavior

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  • Ching-Cheng Shen

    (Graduate Institute of Tourism Management, National Kaohsiung University of Hospitality and Tourism, No.1, Songhe Rd., Xiaogang Dist., Kaohsiung City 812301, Taiwan)

  • Dan Wang

    (Graduate Institute of Tourism Management, National Kaohsiung University of Hospitality and Tourism, No.1, Songhe Rd., Xiaogang Dist., Kaohsiung City 812301, Taiwan)

Abstract

Maintaining the sustainable development of fascinating resources in Taiwan’s Hualien and Taitung (Huatung) regions is the basis of organic agritourism. Loyalty not only represents tourists’ commitment to return and recommend but also serves as a goal for destination development. The purpose of this study is to propose and examine the effect of destination fascination on loyalty through a conceptualized Reasonable Person Model (RPM), mediated by place attachment and pro-environmental behaviors. SPSS21 and the linear structure relationship model (LISREL) were used as data analysis tools in this study. A total of 500 valid online questionnaires were collected through snowballing and convenience sampling. The data analysis results revealed that destination fascination has a positive and significant impact on loyalty through place attachment and pro-environmental behavior. Another finding is that place dependence, place identity, and pro-environmental behavior all have mediating effects, with place identity being the main mediating variable. The contributions of this study are mainly reflected in examining the application of RPM in fascination and loyalty, as well as providing practical suggestions for destination fascination and place identity.

Suggested Citation

  • Ching-Cheng Shen & Dan Wang, 2023. "Using the RPM Model to Explore the Impact of Organic Agritourism Destination Fascination on Loyalty—The Mediating Roles of Place Attachment and Pro-Environmental Behavior," Agriculture, MDPI, vol. 13(9), pages 1-18, September.
    • Handle: RePEc:gam:jagris:v:13:y:2023:i:9:p:1767-:d:1234364
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    References listed on IDEAS

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    1. Kaplan, S. & Kaplan, R., 2003. "Health, Supportive Environments, and the Reasonable Person Model," American Journal of Public Health, American Public Health Association, vol. 93(9), pages 1484-1489.
    2. Ching-Cheng Shen & Dan Wang & Jennifer Pasion Loverio, 2022. "Influence of Consumer Landscape on Place Attachment in Agritourism—The Case of Huatung, Taiwan," Agriculture, MDPI, vol. 12(10), pages 1-15, September.
    3. Gao, Chunliu & Cheng, Li, 2020. "Tourism-driven rural spatial restructuring in the metropolitan fringe: An empirical observation," Land Use Policy, Elsevier, vol. 95(C).
    4. Almeida-Santana, Arminda & Moreno-Gil, Sergio, 2018. "Understanding tourism loyalty: Horizontal vs. destination loyalty," Tourism Management, Elsevier, vol. 65(C), pages 245-255.
    5. Daryanto, Ahmad & Song, Zening, 2021. "A meta-analysis of the relationship between place attachment and pro-environmental behaviour," Journal of Business Research, Elsevier, vol. 123(C), pages 208-219.
    6. Carlos Peixeira Marques & Alexandre Guedes & Ricardo Bento, 2022. "Rural tourism recovery between two COVID-19 waves: the case of Portugal," Current Issues in Tourism, Taylor & Francis Journals, vol. 25(6), pages 857-863, March.
    7. Ching-Cheng Shen & Yen-Rung Chang & Der-Jen Liu, 2020. "Rural Tourism and Environmental Sustainability—A Study on a Model for Assessing the Developmental Potential of Organic Agritourism," Sustainability, MDPI, vol. 12(22), pages 1-16, November.
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    Cited by:

    1. Dan Wang & Ching-Cheng Shen, 2024. "Tourists’ Perceptual Positioning of Brand Equity and Competitive Relationships in Organic Agricultural Tourism," Agriculture, MDPI, vol. 14(10), pages 1-18, September.
    2. Francisco Javier Castellano-Álvarez & Rafael Robina-Ramírez & Francisco Silva, 2024. "Rural Areas Facing the Challenge of Economic Diversification: Threats and Opportunities," Agriculture, MDPI, vol. 14(4), pages 1-5, April.
    3. Dan Wang & Ching-Cheng Shen, 2024. "Impact of Liminality in Organic Agricultural Tourism on Well-Being: The Role of Memorable Tourism Experiences as a Mediating Variable," Agriculture, MDPI, vol. 14(9), pages 1-20, September.

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