Chapter 5 Conclusions
5.2 Limitations and future research
This study provides an analytical BI structure for the business of contemporary farm tourism. Generalisability would be increased if the findings were replicated with samples from other farm categories (e.g. ranch, fishery and forestry) and customer segments (e.g. companies or school tours). Also, the farm tourism market in Asia has been gradually expanding. The number of cross-border tourists is rapidly increasing, as happened in Europe, America, and New Zealand (e.g. Busby and Rendle, 2000; Torres, 2003; Fleischer and Pizam, 1997). So tourist BI across cultures pertaining to potential markets (e.g. Chinese ethics, Japan and Korea) is critical for a more in-depth analysis.
In addition, small-scale farms that are great in number but small in terms of turnover were excluded from this study. Yet, these smaller players merit consideration if we wish to better comprehend the development of the whole industry. When analysing the BI of small farm tourists, additional attention should be paid to the human scale of personal interaction between visitors and locals (Dernoi, 1983).
Finally, this study was aimed at customer demand analysis. However, the marketing implications cannot be well justified in the absence of a supply side analysis. Future studies may be able to fill some of the gaps that remain.
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Appendix A. Measurement items for questionnaire Service value
V . The greeters of the leisure farm provide good service quality. 1
V . The leisure farm offered a well-organized tourist product.2
V . The tourist product that the leisure farm offered was good value for the money.3
V . Compared to the time I spent on this experience, I think I have received good value.4
V . The tourism service was easy to buy.5
V . Visiting the leisure farm made me feel relaxed.6
. I pursued some form of companionship with the farm operators.
V7
Satisfaction
S1. I am satisfied with the comfort of the accommodation facilities.
S2. I am satisfied with the local cuisine provided.
S3. I am satisfied with the natural scenery and outdoor activities.
S4. I am satisfied with the activities reflecting rural culture and life experience.
S5. I am satisfied with the educational activities for children.
S6. I am satisfied with the safety and security of the place.
Perceived switching barrier
B . I am used to coming here, because it’s homey. B1
B . If I change, there is a risk the new farm won’t be as good. B2
B . A complaint that I made was resolved.B3
B . For me, the monetary cost of switching farms is high.B4
B . It would take a lot of time to switch to another farm. B5
B . It would be a hassle to switch to another farm.B6
B . Compared to this farm, there are not many other farms with which I could be satisfied. B7
Behavioural intentions
I1. The probability that I will visit this farm again is high.
I2. The likelihood that I would recommend this farm to other people is high.
I3.I will make a complaint to other people upon experiencing a problem with the service.
Traveller data
1. Travel experience: first-time visit, or repeat visit 2. Number of people in your family group:
3. The place you travelled from: