The Impact of Interaction between Hosts and Guests on the Guests’ Agri-tourism Experiences and Attitude Formation: The Case of Overnight Visitors

Park, Jin-Kyung; Kim Jae Hak

doi:10.17086/JTS.2021.45.7.81.102

This study explores how agritourism visitors’ interactions with hosts affect their tourism experience and attitude formation. Specifically, three objectives of the study were formulated: (1) to identify where and which situations interactions of the visitors with hosts occur; (2) to identify dimensions of agritourism experiences and attitude; and (3) to test the direct and indirect effects of interaction between agritourism visitors and hosts on their tourism experience and attitude. A total of 200 surveys from overnight agritourism visitors were used in the analysis. The surveys were collected by an online research company. Critical review of previous literature suggests that the places and situations of rural village such as accommodation, food, and on-hand activity program were found to be different dimensions of agritourism experiences. Results revealed that interaction between visitors with hosts made significant effects on agritourism experience and attitude. Moreover, while village experience and on-hand activity program experiences made a significant indirect effects on the relationship between interaction and attitude, accommodation and food experiences did not have a significant impact. Findings of this study confirmed that different dimensions of agritoruism tourism experiences could make different mediating effects on attitude when interactions between visitors with hosts occur.

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* 2021년 이후 발행 논문의 참고문헌은 현재 구축 중입니다.

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