Case studies on co-branding and farm tourism: Best match between farm image and experience activities

Austin Rong Da Liang, Yong You Nie, Dun Ji Chen, Po Ju Chen

Research output: Contribution to journalArticlepeer-review

4 Citations (Scopus)

Abstract

Tourists' need for experience activities on farms has increased over the past decade; thus, this study adopted a co-branding perspective to examine the best match between farm image and experience activities, and examined whether farm marketers can design farm experience activities based on different source. A total of 706 samples were collected. The results indicate: (1) When a farm's promotional image and the perceptions of tourists visiting that farm are the same, a higher optimal match rate between farm imagery and farm experience activities is achieved, which results in more positive tourist responses. (2) When tourists and farm operators both identify a farm's image as the same, it results in the farm's image being identified as a particular kind of farm, whether by farm operators or tourists, resulting in an optimal match rate between farm imagery and experience activities, with both resulting in a positive tourist response. This study contributes further insights into the farm marketing strategy based on these research findings.

Original languageEnglish
Pages (from-to)107-118
Number of pages12
JournalJournal of Hospitality and Tourism Management
Volume42
DOIs
Publication statusPublished - 2020 Mar

Keywords

  • Co-branding effect
  • Experience activities
  • Farm image
  • Farm tourism
  • Tourist response

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management

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