An integrated demand and supply conceptual framework: Investigating agritourism services

Abstract

The present paper offers an integrated conceptual framework to jointly analyze demand and supply of agritourism firms and aims to identify motivations along with perceptions of externalities that influence the choice of a firm over another. On the supply side, a cluster analysis identifies homogenous groups of agritourism firms. On the demand side, a factor analysis is run on a set of motivations and environmental externalities and a probabilistic model estimates the determinants that influence the likelihood to choose 1 type of firm over the other. The results show that traditional and genuine food, culture, and authenticity are elements that determine the choice of 1 firm over another. A further contribution of this paper is the identification of environmental externalities as determinants of the attractiveness of a firm. From a marketing perspective, linking demand to supply is essential to determine product development strategies capable of satisfying actual and potential customers. Several strategies are proposed to different types of agritourism firms to attract and retain customers.

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

“…Agritourism can be regarded as a specific economic activity within the broader definition of rural tourism [7]. It can be described as a combination of tourist activities that combine rural living, passive or active involvement of guests in agritourism activities, local culture, and genuine food.…”

“…Hence, Social and economic benefits coming along with it cannot be ignored. As far as the authors are aware, in this thread of the literature, there are plenty studies that focus on western context, but Chinese cases are scant [7,8,9,10,11]. Due to the diverse cultural background between China and western countries, situation could be remarkably different especially in the agritourism aspect because of the land regulations.…”

Conceptual Model of Integrated Agrotourism Marketing

“…Research from the demand side has also increased, generally related to agritourist preferences (19), agritourist motivation (5), agritourist experience, and agrotourism attractions (6,20), attraction loyalty (6,21). Most research on agrotourism focuses on the supply side (22). Although research on agritourist intentions to visit agrotourism destinations is increasing, most of the studies discuss revisit intention and loyalty.…”

“…Research on potential tourists is important to find out how much agrotourism potential is to be developed and to determine effective ways to develop appropriate marketing strategies. Research on the integration of the demand and supply side of agrotourism has been carried out (22), but the research focuses on agrotourism companies. This research will integrate the demand and supply sides.…”

“…The researcher will also analyze the regulations and policies made by the government to minimize the occurrence of mistakes and overlapping policies issued by the government (23). Integrating the demand side and the supply side in agrotourism research can provide a better understanding of agritourist needs and desires (22). Based on the gap that has been mentioned, this study aims to propose a conceptual model that integrates the supply side and the demand side to improve the effectiveness of agrotourism marketing.…”