DOES THE ALTERNATIVE ATTRACTIVENESS SWITCH TOURISTS' INTENTION IN AGRITOURISM?

Destination attractiveness is an important indication of tourists' attraction to a destination. Numerous researchers study its impacts on tourists' behavior/behavioral intention. However, fewer research focus on the alternative ones. The objective of this study is mainly to establish the T...

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Bibliographic Details
Published inInternational journal of organizational innovation Vol. 6; no. 2; p. 219
Main Authors Chiu, Po-Hsien, Yen, Tsai-Fa, Chu, Kuo-Kuang, Tseng, Chien-Lung
Format Journal Article
LanguageEnglish
Published Hobe Sound International Association of Organizational Innovation 01.10.2013
Subjects
Agriculture
Attitudes
Behavior
Hypotheses
Perceptions
Questionnaires
Studies
Theory of planned behavior
Tourism
Tourist attractions
Taiwan
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Summary:Destination attractiveness is an important indication of tourists' attraction to a destination. Numerous researchers study its impacts on tourists' behavior/behavioral intention. However, fewer research focus on the alternative ones. The objective of this study is mainly to establish the TPB model to agritourism context in Taiwan and to examine the moderated effects of alternative attractiveness. Questionnaire was designed based upon literature review and data were collected by questionnaire survey and a total of 400 valid questionnaires were received. The findings show that the TPB model is adequate to Taiwanese agritourism and the moderated effects are also verified. Specifically, the alternative attractiveness can not only destroy the attitude-intention relationship but also enhance behavioral control- intention relationship. Finally, suggestions such as "managers need the support of a range of important people and organizations in order to undertake agritourism planning" are offered for practical managers. [PUBLICATION ABSTRACT]
ISSN:1943-1813