Motivations of agro-tourists in visiting agricultural fair: A case study of an agricultural fair in Chiang Mai, Thailand
Current research on special events often focuses on an urban area, and there is a lack of studies on special events in agriculture, especially those that concern tourist behavior in an agricultural context. This paper, therefore, studies the motivation of agricultural tourists (or agro-tourists). A self-administered survey was conducted with a total of 310 respondents. A factor analysis was utilized to recognize tourist motivation towards an agricultural fair. The majority of respondents was unmarried female, with an average age of 28 years old, and was a first-time visitor to the agricultural fair. The results showed three main motivations of the tourists to attend the agricultural fair; to find new experiences, participate in leisure activities, and maintain relationships. The study also found that statistically, there were significant differences in giving the importance to different motivations to visit agricultural fair across genders and tourist group types.
How to Cite
e-Review of Tourism Research (eRTR) is an international electronic bulletin for tourism research (ISSN:1941-5842). It comprises current tourism research articles, commentaries and reviews by industry professionals. The materials are provided for the personal noncommercial use of registered users of the eRTR, free to individuals and institutions. Copies of articles may be distributed for research or educational purpose, free of charge and without permission. However, commercial use of the eRTR or the articles contained herein is expressly prohibited without the written consent of the publisher.
In consideration for publication of your work, if published on behalf of the eRTR, the author agrees to transfer the work to the eRTR, Department of Recreation, Park and Tourism Sciences, Texas A&M University, USA, including full and exclusive rights to publication in all media now known or later developed, including but not limited to electronic databases.
The authors represents and warrants:
- That the manuscript submitted is his/her own work;
- That the work submitted to the eRTR has not been previously published.