Visitor satisfaction in agritourism and its implications for agritourism farmers in Sri Lanka

Abstract

The aim of this paper is to evaluate visitor satisfaction in agritourism and to understand the implications for agritourism farmers in Sri Lanka. This has been done following the Expectancy Disconfirmation Theory. There are 21 attributes under five different aspects selected for the satisfaction measurement. This study also provides a comparative picture of local and foreign visitors. The study has been conducted on three randomly selected agritourism destinations. Results reveal that out of 21 attributes, nine attributes emerge at the satisfied level, and there were ten indifferences and two dissatisfied. Further, the overall satisfaction levels of both groups of visitors were at moderate levels and comparatively a higher level of satisfaction of local visitors can be observed over foreign visitors. Although the possibility of revisiting the destinations is low, recommending the destinations to others was high for both groups. However, both groups emphasized the necessity of improving appropriate educational programs, entertainment activities, variation of farm products with processing, availability of direct sales to visitors, increasing the efficiency of staff members, upgrading the hygiene and sanitation situation, and improving the road conditions leading to the destinations in order to enhance the satisfaction of visitors. The findings of this research may be useful in developing policy and undertaking promotional measures for intensifying agritourism sector, as this sector has a place within the current focus of rural development in Sri Lanka.

Wildlife-friendly farming increases crop yield: evidence for ecological intensification

“…Better engagement and training of farmers will also be essential for the delivery of these more demanding and complex wildlife habitats [19]. Indeed, recent research suggests that training of farmers is highly effective in improving the quality of wildlife habitat delivered on a farm [45] and this may translate to greater benefits to crop yield.…”

Developing Farm-Level Social Indicators for Agri-Environment Schemes: A Focus on the Agents of Change

“…There is also evidence that active involvement in a formal environmental training course can affect the quality of environmental engagement and environmental outcomes. Lobley et al [41], in a study of 48 farmers involved in an AES in England, found that training farmers increased their confidence in their abilities, their attitudes to agri-environmental management, and ultimately the agri-environmental outcomes on the farm.…”

“…Experience is believed to increase the level of skill and knowledge of a particular practice, which, in turn, increases the efficacy of the behaviour [46]. Lobley et al [41] suggested that farmers with more experience of an AES recognise the importance of relevant knowledge and become more receptive to training and advice. Increased AES experience can relate to 'response efficacy' in that farmers following AES practices for a number of years may start to notice the environmental benefits [24].…”

Exploring the Tourist Satisfaction in Suburban Agritourism Destinations Through an Importance-performance Analysis Approach

“…Literature seldomly shine the light on this issue. Only some scholars made some efforts to examine tourists' attitudes about agritourism experience based on the expectancy disconfirmation theory, social exchange theory and resource theory, which urges us to take a further, wider look from another context for the sake of getting better knowledge concerning the operation of agritourism [17,18]. Drawing the essence from previous research, this study mainly adopts factors namely "catering, accommodation, transportation, sightseeing, shopping, entertainment, overall impression" to construct an evaluation system for the satisfaction of suburban agritourism tourists.…”