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Feasibility Assessment of Stakeholder Benefits in Community-Based Agritourism through University Social Responsibility Practices

Author

Listed:
  • Levinus Chassang

    (International Master Program of Agriculture, National Chung Hsing University, Taichung City 402, Taiwan)

  • Chi-Jen Hsieh

    (Department of Journalism, National Defense University, Taipei City 112, Taiwan)

  • Tzu-Ning Li

    (Department of Fashion Design, Hsuan Chuang University, Hsinchu City 300, Taiwan)

  • Chi-Ming Hsieh

    (International Bachelor Program of Agribusiness, National Chung Hsing University, Taichung City 402, Taiwan)

Abstract

This study selected the TaiAn rural community in Taiwan as the study site. TaiAn collaborated with local universities to implement the University Social Responsibility (USR) practice through community-based agritourism (CBA). The social exchange theory (SET) was adopted as a theoretical framework to weigh the costs and benefits perceived among different stakeholders (residents, tourists, students, and lecturers) regarding CBA development. The research purpose was to explore the determinants of support for sustainable CBA using a mixed quantitative and qualitative approach based on the SET. The empirical results from 117 completed surveys indicated that Agricultural Experiential Benefits, Perceived Environmental Impacts, and Mental Health Benefits positively influenced tourists’ support for CBA. The qualitative interview results also supported the notion that agriculture students, faculty, and community members could derive various benefits from participating in USR practices within local communities. Theoretical and managerial implications were proposed for marketers and policymakers to gain a deep understanding of CBA practices.

Suggested Citation

  • Levinus Chassang & Chi-Jen Hsieh & Tzu-Ning Li & Chi-Ming Hsieh, 2024. "Feasibility Assessment of Stakeholder Benefits in Community-Based Agritourism through University Social Responsibility Practices," Agriculture, MDPI, vol. 14(4), pages 1-16, April.
    • Handle: RePEc:gam:jagris:v:14:y:2024:i:4:p:602-:d:1373499
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    References listed on IDEAS

    as
    1. Lec, Chien-Hsing & Liu, Chih-Fang & Yain, Yu-Cheng & Lin, Chien-Ho, 2020. "New agriculture business model in Taiwan," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 23(5), January.
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