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dc.contributor.advisorKim, Dae-Youngeng
dc.contributor.authorBaby, Jibineng
dc.date.embargountil12/1/2024
dc.date.issued2022eng
dc.date.submitted2022 Falleng
dc.description.abstract[EMBARGOED UNTIL 12/1/2024] Unstable farm income and the desire to diversify revenue sources have increased the significance of agritourism as an alternative economic opportunity for farmers and ranchers. In Missouri, agriculture and tourism contribute an annual economic impact of $93.7B and $13.5B, respectively. Agritourism connects the top two economic drivers and has been identified as the most meaningful complementary business for farmers to generate additional income and mitigate the financial uncertainties associated with the traditional farming enterprise. Visitors' satisfaction is critical in operating a successful agritourism business because it influences the choice of destination, the consumption of products and services, and their decision to return. This study examined the relationship between Missouri agritourism visitors' intrinsic motivation, environmental behavior, satisfaction, and revisit and recommendation intentions. The study also analyzed the moderating effects of visitors' COVID-19 emotions and clustered them based on their enduring involvement. An online survey was conducted among Missouri agritourism visitors who had visited any agritourism destination since 2020. Six hundred fifteen responses were collected as a part of the survey and considered for the data analysis. The respondents were divided into two groups (High Vs. Low) based on their COVID-19 emotions related to agritourism. The results revealed a significant direct relationship among the study variables. Regarding the moderating effects, the two groups showed significant differences in the relationship between their intrinsic motivations and satisfaction with destination and risk attributes and between their environmental behavior and satisfaction with the destination, risk, and food attributes. Along with this, based on the enduring involvement, the visitors were divided into three clusters: Agritourism lovers, Greenies, and Neophytes. Assessing visitors' overall satisfaction will enable agritourism operators, industry experts, policy makers, and others to take corrective actions, critical business decisions, and formulate appropriate policies for the sustainable development of this important sector of the tourism industry. Future promotional, educational, and marketing tools could be developed and designed based on the findings of this study.eng
dc.description.bibrefIncludes bibliographical references.eng
dc.format.extentx, 131 pages : illustrations (some color)eng
dc.identifier.urihttps://hdl.handle.net/10355/94272
dc.identifier.urihttps://doi.org/10.32469/10355/94272eng
dc.languageEnglisheng
dc.publisherUniversity of Missouri--Columbiaeng
dc.relation.ispartofcommunityUniversity of Missouri--Columbia. Graduate School. Theses and Dissertationseng
dc.titleEnhancing Missouri agritourism: a comprehensive evaluation of visitors' intrinsic motivation, environmental behavior, and satisfactioneng
dc.typeThesiseng
thesis.degree.disciplineFood and Hospitality Systems (MU)eng
thesis.degree.grantorUniversity of Missouri--Columbiaeng
thesis.degree.levelDoctoraleng
thesis.degree.namePh. D.eng


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