An interpretive study on sustainability in the link between agriculture and tourism: Tourist-stakeholder satisfaction in Tiantangzhai, China

Abstract

Tourism and agriculture can contribute to destination sustainability by increasing tourist-stakeholder satisfaction. Grown agriculture is an important component of a rural destination attraction. Nonetheless, tourists' satisfaction with locally grown agricultural food has been unexplored when it comes to linking tourism with agriculture. The purpose of this study is to develop an understanding of the links between demand for locally grown agricultural products at the destination and the levels of satisfaction among visitors. Theoretical views concerning tourist consumption of local agricultural products and its effects were reviewed. Unstructured in-depth interviews were conducted onsite in Tiantangzhai to investigate the relationship between tourism and agriculture with visitor satisfaction. The sample of respondents consisted of 71 participants who shared their views on the relationship between agriculture and tourism at the destination. Findings were presented in a two-level analysis including the industry focus and a soft-laddering technique that revealed deeper insights. Findings indicate that tourist-stakeholders present a demand-driven economy that can be exploited by local agricultural producers and the tourism economy itself. Theoretical implications point to a more sustainable destination image and practical implications highlight the demand-driven implications of tourist expectations and experience satisfaction.