Exploring the Tourist Satisfaction in Suburban Agritourism Destinations Through an Importance-performance Analysis Approach

Abstract

The urbanization process has developed rapidly while agriculture extended itself to the tertiary industry. Suburban agritourism with obvious regional transportation advantages has started to be popular among citizens in China. By analyzing the data derived from an on-site questionnaire survey with IPA (Importance-Performance Analysis) technique, this study examined how tourists evaluate their experience in these agritourism destinations outside the urban area of Chengdu, a large city in the southwest of China. Results showed the awareness of importance is significantly stronger than that of satisfaction. Agroecology is an important factor in determining the satisfaction of tourists. Tourists have different perceptions about satisfaction regarding leisure, shopping and entertainment. And the perception of the importance of price is relatively low, similar to the satisfaction of accommodation. Practical and theoretical implications were carried out for both academia and practitioners.