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In light of the public’s increasing awareness of and desire to create healthy and friendly environments, developments in organic agriculture and organic agricultural products have gradually yielded optimum choices in terms of healthy diets, travel options, and lifestyles, in addition to winning considerable attention and popularity from the public. This study was centered on a model for assessing the developmental potential of organic agritourism, with empirical analyses being conducted regarding visitors to Yuli Township in Hualien County, Taiwan. The results were as follows. By means of on-site interviews and surveys, as well as a review of relevant literature, this study constructed several assessment indicators of the developmental potential of organic agritourism. The constructed model consisted of four criteria, namely, the attractiveness of resources, market development potential, community development capabilities, and the creation of diverse values, as well as 23 sub-criteria. The analytic hierarchy process (AHP) approach was employed, and a questionnaire with expert validity was used to deduce the weights of each criterion and sub-criterion. The highest-weighted criterion was the attractiveness of resources, followed by, in order, the creation of diverse values, market development potential, and community development capabilities. The results of this study can serve as a reference for Yuli Township in developing strategies to promote organic agritourism in the area.

The purpose of this study is to explore the influence path of organic agricultural landscape on tourists’ pro-environment behavior and loyalty, and put forward suggestions for realizing sustainable tourism of organic agriculture. The M-R model was employed to construct an integrated model of the influence of consumer landscape on pro-environment behavior and loyalty in organic agricultural tourism. The research framework and questionnaire design were constructed on the basis of literature review and 417 valid questionnaires which were collected from tourists in Eastern Taiwan (Hualien and Taidong). SPSS was employed to analyze the reliability and validity of the questionnaire and LISREL software was used to identify the influence path between variables. The results showed that: 1. The tourists’ cognition of consumer landscape will positively affect the environmental intimacy and environmental identity. 2. Tourists’ environmental intimacy and environmental identity will increase their pro-environmental behavior. 3. Tourists’ pro-environment behavior has a positive impact on their loyalty to organic agricultural tourism. The results show that organic agricultural tourism can stimulate tourists to understand the significance, importance and multiple values of the environment, and increase the intimacy and identity of tourists to the environment, which has a great effect on pro-environment behavior and loyalty. At the same time, it also shows that organic agricultural tourism is a sustainable tourism mode, which is worth promoting.

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