Examining the consumer behaviors of Illinois agritourism

Wilkinson, Taylor Michelle

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https://hdl.handle.net/2142/97445 Copy

Description

Title

Examining the consumer behaviors of Illinois agritourism

Author(s)

Wilkinson, Taylor Michelle

Issue Date

2017-04-25

Director of Research (if dissertation) or Advisor (if thesis)

Rosch, David M.

Department of Study

Agricultural Education Program

Discipline

Agricultural Education

Degree Granting Institution

University of Illinois at Urbana-Champaign

Degree Name

M.S.

Degree Level

Thesis

Date of Ingest

2017-08-10T19:15:57Z

Keyword(s)

• Agritourism
• Rural tourism
• Consumer

Abstract

The purpose of this study was to examine consumer behavior relationships in order to better serve and provide information for those currently involved and those wanting to open agritourism sites. The study investigated consumers at a Central Illinois agritourism site in fall 2016. With the use of an on-site offline questionnaire, post-visits were evaluated as consumers exited the site. Results of the study indicated strong relationships exist between hours spent on site, the number of miles traveled to the site, the number of items purchased on site, and the likelihood to revisit. The most powerful predictor of consumer purchasing was the number of times previously visited. The most powerful predictor of the number of times previously visiting the site was the number of miles driven to the site. Results indicate consumers are willing to travel to purchase goods at the agritourism site while spending considerable time and, ultimately, deciding to visit again.

Graduation Semester

2017-05

Type of Resource

text

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http://hdl.handle.net/2142/97445

Copyright and License Information

Copyright 2017 Taylor M. Wilkinson

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