پيشايندها و پيامدهاي تجربه به‌يادماندني در مقاصد گردشگري كشاورزي، مورد مطالعه: شهرستان كاشان

Antecedents an‎d Consequences of Memorable Experience in Agritourism Destinations, Case Study: Kashan County

جغرافيا

In recent decades, agritourism, as an experience-based form of tourism, has played a significant role in diversifying the economies of local communities an‎d creating a link between urban life an‎d agricultural culture. Kashan County, with its rich agricultural heritage (especially the cultivation of Damask roses an‎d rosewater distillation) an‎d cultural-historical attractions, is a potential destination for this type of tourism in Iran. The sustainable success of this destination hinges on creating memorable experiences for tourists, which, in addition to satisfying their emotional an‎d cognitive needs, strengthens their intention to revisit an‎d recommend the destination. However, few studies have comprehensively investigated the antecedents an‎d consequences of memorable experiences in the context of agritourism. Aiming to fill this research gap, this study seeks to identify the factors influencing the formation of memorable experiences an‎d to examine the consequences of these experiences on touristsʹ behavioral intentions in the agritourism destinations of Kashan County. This research is applied in nature an‎d was conducted using a descriptive-analytical an‎d survey method. The statistical population consisted of tourists visiting villages with agritourism potential in Kashan County. The sample size was determined to be 285 using Cochranʹs formula, an‎d participants were selec‎ted via convenience sampling. A researcher-made questionnaire was used for data collection. The content validity of the questionnaire was confirmed by expert opinion, an‎d its reliability was confirmed by Cronbachʹs alpha coefficient (0.883). Structural Equation Modeling (SEM) with Smart PLS software was used for data analysis. The research findings indicated that two variables, destination image an‎d destination authenticity, as main antecedents, have a positive an‎d significant impact on the formation of memorable agritourism experiences. On the other han‎d, memorable agritourism experiences also have a positive an‎d strong impact on two key behavioral outcomes: revisit intention an‎d positive word-of-mouth promotion by tourists. Consequently, it can be stated that creating memorable experiences in the agritourism destination of Kashan County requires simultaneous focus on enhancing a distinct an‎d attractive destination image (emphasizing natural lan‎dscapes an‎d cultural activities) an‎d enriching the sense of experiential authenticity (through genuine interaction with the local community an‎d participation in traditional activities). Achieving this lasting experience is the most important strategy for ensuring tourist loyalty an‎d benefiting from the most effective marketing tool: their positive word-of-mouth. These findings provide a scientific framework for managers an‎d planners in the tourism an‎d agritourism sectors to take an effective step towards sustainable development, competitiveness, an‎d preservation of the regionʹs cultural-agricultural heritage through the purposeful design of experiences.

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