The Role of Push and Pull Motivations on Satisfaction and Consumer Loyalty to Agricultural Fairs
The primary objective of this study is to examine the role of push and pull factors in determining consumer trip satisfaction and loyalty to agricultural fairs. We use a modified version of Yoon and Uysal’s causal model, initially proposed to evaluate consumers’ leisure behaviors. In particular, we...
| Published in: | Agriculture |
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| Main Authors: | , |
| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2021-09-01
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| Subjects: | |
| Online Access: | https://www.mdpi.com/2077-0472/11/10/923 |
| _version_ | 1850108721659641856 |
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| author | Ram N. Acharya Jay Lillywhite |
| author_facet | Ram N. Acharya Jay Lillywhite |
| author_sort | Ram N. Acharya |
| collection | DOAJ |
| container_title | Agriculture |
| description | The primary objective of this study is to examine the role of push and pull factors in determining consumer trip satisfaction and loyalty to agricultural fairs. We use a modified version of Yoon and Uysal’s causal model, initially proposed to evaluate consumers’ leisure behaviors. In particular, we utilize an exploratory factor analysis approach to identify latent constructs and a structural equation model to assess the impact of consumers’ internal desires for leisure activities (push motivation) and fair attributes (pull motivation) on trip satisfaction and loyalty. Consistent with the existing literature, the structural equation model results show that push and pull motivations play a crucial role in determining visitor satisfaction from attending an agricultural fair. Moreover, both push and pull motivations significantly affect visitor’s loyalty directly and indirectly through their impact on trip satisfaction. |
| format | Article |
| id | doaj-art-e615517196c54f16bf346a2235501ac1 |
| institution | Directory of Open Access Journals |
| issn | 2077-0472 |
| language | English |
| publishDate | 2021-09-01 |
| publisher | MDPI AG |
| record_format | Article |
| spelling | doaj-art-e615517196c54f16bf346a2235501ac12025-08-20T00:01:02ZengMDPI AGAgriculture2077-04722021-09-01111092310.3390/agriculture11100923The Role of Push and Pull Motivations on Satisfaction and Consumer Loyalty to Agricultural FairsRam N. Acharya0Jay Lillywhite1Department of Agricultural Economics and Agricultural Business, New Mexico State University, Las Cruces, NM 88003, USADepartment of Agricultural Economics and Agricultural Business, New Mexico State University, Las Cruces, NM 88003, USAThe primary objective of this study is to examine the role of push and pull factors in determining consumer trip satisfaction and loyalty to agricultural fairs. We use a modified version of Yoon and Uysal’s causal model, initially proposed to evaluate consumers’ leisure behaviors. In particular, we utilize an exploratory factor analysis approach to identify latent constructs and a structural equation model to assess the impact of consumers’ internal desires for leisure activities (push motivation) and fair attributes (pull motivation) on trip satisfaction and loyalty. Consistent with the existing literature, the structural equation model results show that push and pull motivations play a crucial role in determining visitor satisfaction from attending an agricultural fair. Moreover, both push and pull motivations significantly affect visitor’s loyalty directly and indirectly through their impact on trip satisfaction.https://www.mdpi.com/2077-0472/11/10/923agricultural fairstravel motivationspush and pull factorstrip satisfactionloyalty |
| spellingShingle | Ram N. Acharya Jay Lillywhite The Role of Push and Pull Motivations on Satisfaction and Consumer Loyalty to Agricultural Fairs agricultural fairs travel motivations push and pull factors trip satisfaction loyalty |
| title | The Role of Push and Pull Motivations on Satisfaction and Consumer Loyalty to Agricultural Fairs |
| title_full | The Role of Push and Pull Motivations on Satisfaction and Consumer Loyalty to Agricultural Fairs |
| title_fullStr | The Role of Push and Pull Motivations on Satisfaction and Consumer Loyalty to Agricultural Fairs |
| title_full_unstemmed | The Role of Push and Pull Motivations on Satisfaction and Consumer Loyalty to Agricultural Fairs |
| title_short | The Role of Push and Pull Motivations on Satisfaction and Consumer Loyalty to Agricultural Fairs |
| title_sort | role of push and pull motivations on satisfaction and consumer loyalty to agricultural fairs |
| topic | agricultural fairs travel motivations push and pull factors trip satisfaction loyalty |
| url | https://www.mdpi.com/2077-0472/11/10/923 |
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