Leveraging authenticity and sustainability awareness for competitive advantage in experiential agrotourism

Abstract

This study examines the psychological and experiential drivers of visitor loyalty and advocacy within the growing niche of experiential agrotourism. By integrating agricultural activities with hands-on learning, experiential agrotourism offers a meaningful platform for connecting visitors with local culture, heritage, and sustainability values. However, empirical evidence identifying the determinants of behavioural intention beyond basic satisfaction remains limited. This study addresses this gap by analysing key experiential factors influencing visitor loyalty and behavioural intention at Festival Xplorasa (Warisan Merdeka), an agro-cultural event held at the Selangor Fruit Valley, Malaysia. A quantitative, cross-sectional survey design was employed, with primary data collected from 103 participants. The analytical framework comprised six constructs: satisfaction, perceived value, cultural learning, sustainability awareness, authenticity, and behavioural intention. Correlation and multiple regression analyses were conducted to evaluate their predictive influence. The findings revealed strong positive correlations among all constructs. The regression model demonstrated high explanatory power, accounting for 88.8% of the variance in behavioural intention (R² = 0.888, F = 78.95, p < .001). Authenticity (β = .638, p < .001) and sustainability awareness (β = .220, p = .041) emerged as significant predictors, while satisfaction, perceived value, and cultural learning showed positive but non-significant effects. The results emphasise the importance of authentic and sustainability-focused experiences in strengthening visitor loyalty and advocacy in agro-cultural tourism.