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Article

Atmosphere, Service, and Flavor: Exploring Quality Dimensions of Farm-Raised Foods in Agritourism

by
Jibin Baby
1 and
Dae-Young Kim
2,*
1
Central Missouri REEC, University of Missouri, Columbia, MO 65201, USA
2
Hospitality Management, University of Missouri, Columbia, MO 65211, USA
*
Author to whom correspondence should be addressed.
Tour. Hosp. 2025, 6(4), 165; https://doi.org/10.3390/tourhosp6040165
Submission received: 1 July 2025 / Revised: 1 August 2025 / Accepted: 27 August 2025 / Published: 29 August 2025
(This article belongs to the Special Issue Customer Behavior in Tourism and Hospitality)
Versions Notes

Abstract

The integration of farm-raised foods plays a pivotal role in elevating the attractiveness and long-term sustainability of agritourism destinations. These locally sourced culinary offerings not only provide economic opportunities and environmental benefits but also enhance the authenticity of the visitor experience, contributing to the vitality and resilience of rural communities. This study explores how three quality dimensions of farm-raised foods (atmospherics, service quality, food quality) shape visitors’ behavioral intentions. Furthermore, it examines the mediating role of visitors’ perceptions of farm-raised foods in this relationship. Drawing on data collected from 615 agritourism visitors using a quantitative approach and a structured survey instrument, the results indicate that all three quality dimensions significantly influence behavioral intentions, highlighting the importance of how the farm-raised foods are presented and interpreted. Furthermore, visitors’ perceptions of farm-raised foods significantly mediated the relationship between food quality and behavioral intentions. The findings underscore the need for agritourism operators to create immersive, high-quality food experiences that connect guests to local agriculture and culture. By emphasizing these dimensions, destination managers can enhance visitor satisfaction, build brand loyalty, and promote more sustainable rural tourism development. This research provides practical insights for strengthening agritourism strategies while supporting broader goals of sustainability and community enrichment.

1. Introduction

Agritourism, positioned at the intersection of agriculture and tourism, represents a rapidly expanding segment within the global tourism industry. Defined as traveling to a working farm to experience any on-farm recreational or educational activities (Gil Arroyo et al., 2013), it encompasses a wide range of experiences, such as recreational self-harvests, observations of agricultural processes, and educational or leisure farm tours (Baby & Kim, 2024; Brune et al., 2021; Kim et al., 2019). The rising significance of agritourism is driven by its capacity to generate supplementary income for farmers, diversify rural economies, and strengthen local food systems. Simultaneously, it offers urban consumers the opportunity to reconnect with nature, gain knowledge of agricultural practices, and develop a greater appreciation for food production systems. Policymakers and destination marketers increasingly recognize the strategic value of agritourism in enhancing the competitiveness of rural areas (Lupi et al., 2017; Santucci, 2013). By incorporating agritourism into broader tourism development strategies, destinations can attract diverse visitor segments, promote rural economic growth, and ensure the long-term sustainability of agriculture.
Farm-raised foods play a vital role in promoting and enriching agritourism destinations (Baby & Joseph, 2023; Pehin Dato Musa & Chin, 2022). They provide visitors with immersive experiences rooted in agricultural practices and rural heritage. From an economic standpoint, these foods help diversify farmers’ income by enabling the production and sale of value-added goods (Che, 2008; Ingrassia et al., 2023; Pehin Dato Musa & Chin, 2022). Socially, they bridge the gap between rural and urban communities by fostering dialogue, appreciation, and mutual understanding. Environmentally, they reinforce sustainable agricultural practices that benefit both ecosystems and future food systems (Ait-Yahia Ghidouche et al., 2021; Che, 2008; Lupi et al., 2017). For visitors, engaging with farm-raised foods presents a unique cultural opportunity—one that connects them directly to the sources of their food and the people behind its production (Brune et al., 2021; Pehin Dato Musa & Chin, 2022). As agritourism gains momentum, the emphasis on local, fresh, and sustainably grown ingredients not only enriches culinary offerings but also deepens visitors’ emotional and educational engagement with the destination. Ultimately, farm-raised foods serve as more than just nourishment; they are an experiential bridge that ties together local identity, sustainable development, and tourism-based economic resilience. Through the integration of these foods into agritourism settings, visitors are offered a more meaningful connection to the land, the labor, and the legacy of agricultural communities (Baby et al., 2024; Brune et al., 2022; Dionizi & Kercini, 2025; Gajić et al., 2024; Zanetti et al., 2022).
Understanding the factors influencing visitor behavior is essential for ensuring the success and long-term viability of agritourism destinations (Konuk, 2019; Phillips et al., 2013). Among these factors, the role of farm-raised foods has gained significant attention as a critical element of the overall visitor experience, often serving as a gateway to deeper engagement with rural environments and local cultures. While the importance of farm-raised foods has been widely acknowledged, there remains a paucity of research examining how satisfaction with these offerings shapes key behavioral intentions—particularly those related to revisit likelihood, word-of-mouth advocacy, and future local food purchases. Visitors who perceive high quality and authenticity in farm-raised foods may not only express greater satisfaction but also exhibit stronger intentions to return to the destination, recommend the experience to others, and support the local food system through continued purchasing behavior. Addressing this gap, the present study aims to investigate the influence of visitor satisfaction with farm-raised foods on these behavioral outcomes. By capturing both attitudinal and behavioral dimensions of the visitor experience, we seek to provide actionable insights for agritourism operators, destination marketers, and policymakers striving to enhance the competitiveness and long-term sustainability of agritourism destinations.

2. Literature Review

A growing body of interdisciplinary literature emphasizes the pivotal role of local foods in advancing agritourism initiatives within rural settings by fostering economic sustainability, cultural authenticity, and experiential richness. In these regions, incorporating local food into agritourism enhances visitors’ sensory and emotional engagement with the landscape, cultivating deeper place attachment and cultural immersion (Baby & Kim, 2025; Brune et al., 2021). Rural agritourism experiences—from farm-to-table dining to hands-on food preparation—offer unique opportunities for consumers to connect with regional food systems, boosting interest in local agriculture and increasing direct market participation (Che, 2006). These interactions not only support the economic viability of small farms but also reinforce the identity of rural communities through authentic food-based experiences.
Food-related tourism activities in rural areas also function as vital conduits for preserving and promoting local heritage. Traditional dishes and culinary narratives serve as tools for storytelling and rural branding, helping communities articulate their uniqueness to visitors (Cavicchi & Santini, 2014). By embedding local food practices within broader sustainability frameworks, rural agritourism operations can support farm diversification, reduce vulnerability to market fluctuations, and enhance community resilience (Cavalleri et al., 2022). Collectively, the integration of local food systems in rural agritourism is strategic and mutually reinforcing—strengthening rural economies, safeguarding cultural landscapes, and shaping tourism offerings that are both ecologically and socially grounded.

2.1. Atmospherics, Service Quality, and Food Quality

Atmosphere can, in some cases, hold more influence than the product itself, often referred to as “atmospherics”. Defined as the deliberate design of spaces to evoke specific emotional effects, atmospherics increases the likelihood of customer satisfaction and revisit intentions (Mathur & Gupta, 2019). In dining environments, elements such as lighting, cleanliness, temperature, decor, and layout play a critical role in shaping visitors’ experiences, satisfaction, and intentions to return (Björk & Kauppinen-Räisänen, 2019; Heung & Gu, 2012). Within the tourism context, atmospherics contribute significantly by crafting memorable and immersive dining experiences, enriching the overall travel journey. In the context of food tourism, Naderi et al. (2024) argue that local gastronomy, when paired with atmospheric storytelling and sustainable practices, enhances destination competitiveness and fosters deeper cultural engagement. These findings align with experiential marketing theories which posit that emotionally resonant environments, particularly those centered on food, can elevate a destination’s image and stimulate repeat visitation.
In agritourism destinations, farm-to-table foods paired with carefully curated atmospherics serve as a powerful branding strategy, showcasing the region’s culinary heritage and reinforcing its identity (Kim et al., 2019). The integration of local food atmospherics into agritourism aligns with broader experiential marketing frameworks, where multisensory stimuli and symbolic cues coalesce to create memorable and meaningful visitor experiences. As agritourism continues to evolve, the intentional design of food-related atmospherics emerges as a critical dimension for enhancing destination appeal, fostering consumer loyalty, and promoting sustainable rural economies. Therefore, creating thoughtfully designed dining atmospherics is essential for agritourism operators to enhance cultural appeal, visitors’ satisfaction, and revisit intentions.
Service quality in food and dining is a critical determinant of satisfaction in the context of tourism destinations (Al-Tit, 2015). Essential aspects of service quality encompass authenticity, food presentation, and the efficiency and professionalism exhibited by staff (Al-Tit, 2015; Baby et al., 2023). Studies emphasize that timely service and polite interactions significantly enhance customer satisfaction. Moreover, recent studies on gastronomic tourism indicate that service quality, when paired with authentic local cuisine, enhances emotional engagement and fosters place attachment (Kuhn et al., 2024). These findings underscore the strategic role of food service quality not only in shaping immediate dining experiences but also in reinforcing long-term destination branding and sustainable tourism development.
In agritourism settings, service quality plays a fundamental role in elevating the distinct appeal of farm-raised foods. Providing outstanding service enhances the overall visitor experience by emphasizing the authenticity of the farm-to-table concept. Brune et al. (2021) found that agritourism experiences offering high-quality local food services, such as U-pick operations and on-site tastings, significantly increased consumer trust and willingness to support local food systems. These findings align with experiential marketing frameworks, suggesting that high-quality local food services—when delivered with authenticity and care—can elevate the overall agritourism experience, strengthen destination branding, and contribute to sustainable rural economies. Additionally, superior service quality sets agritourism destinations apart from competitors, generates positive word-of-mouth recommendations, and encourages repeat visitation.
The components of food quality are multi-dimensional and encompass both objective and subjective factors (e.g., freshness, taste, nutrition). These components collectively influence perceptions and satisfaction, particularly in food and dining experiences, such as in tourism settings (Al-Tit, 2015; Namkung & Jang, 2007). Zhang et al. (2019) argue that local food serves as a cultural symbol and economic driver, with its perceived quality directly influencing tourists’ emotional engagement and behavioral intentions. In a study conducted in Shunde, China—a UNESCO Creative City of Gastronomy—authenticity was found to be a key antecedent to perceived food quality, which in turn enhanced tourist satisfaction and loyalty to the destination. These findings align with experiential consumption theories, suggesting that high-quality food offerings are not merely functional but also symbolic, enriching the cultural narrative of a destination and fostering deeper tourist/place connections. Thus, food quality is a critical determinant of satisfaction in tourist destinations, as it significantly influences visitors’ perceptions and overall experience.
In agritourism destinations, selling and serving high-quality farm-raised food, characterized by its freshness, natural flavor, and authenticity, serves as a cornerstone of the farm-to-table concept that agritourism promotes (Baby & Kim, 2024; Kim et al., 2019). Visitors seeking unique and immersive experiences expect farm-raised food to reflect sustainable practices, local traditions, and health-conscious values (Kim et al., 2019; Pamukçu et al., 2021). High-quality local food—characterized by freshness, taste, and traceability—serves as both a product and a promotional tool that differentiates agritourism destinations from conventional tourism offerings (Zhang et al., 2019). Local food quality is not merely a functional attribute but a strategic asset in agritourism promotion—one that bridges consumer expectations with rural development goals. Superior food quality creates positive impressions, fosters word-of-mouth recommendations, encourages repeat visits, and allows agritourism destinations to stand out in a crowded market.
Thus, we propose that agritourism visitors’ satisfaction with these three dimensions of farm-raised foods is crucial, as it plays a significant role in shaping their revisit and recommendation intentions. This satisfaction not only motivates them to return but also encourages them to share their experiences with others. Based on these arguments, the following hypotheses were suggested.
H1. 
Agritourism visitors’ satisfaction with atmospherics has a positive influence on their behavioral intentions.
H2. 
Agritourism visitors’ satisfaction with service quality has a positive influence on their behavioral intentions.
H3. 
Agritourism visitors’ satisfaction with food quality has a positive influence on their behavioral intentions.

2.2. Perception of Farm-Raised Foods

Farm-raised foods are widely perceived as symbols of freshness, authenticity, and sustainability, offering tourists a tangible connection to rural agricultural practices and heritage (Zhang et al., 2019). In agritourism settings, these foods are not merely commodities but experiential elements that reflect the ethos of eco-conscious and health-oriented travel. Their association with health benefits and environmental stewardship strongly aligns with the values of visitors seeking genuine rural experiences. Such perceptions heighten the authenticity of the farm-to-table concept, encouraging deeper emotional and cultural engagement with agricultural landscapes (Kim et al., 2019; Getz et al., 2014). The immersive nature of rural agritourism experiences—particularly those centered around food—helps redefine visitor expectations, elevating local food systems as integral to sustainable rural tourism.
Moreover, agritourism strongly shapes how visitors perceive and value farm-raised foods through interactive, on-farm encounters. Activities such as U-pick programs, guided tastings, and conversations with farmers serve as powerful educational tools that enhance visitor awareness and appreciation for food quality, freshness, and environmental impact (Brune et al., 2021). These firsthand experiences often result in positive attitude shifts toward local agriculture and increased behavioral intentions to support regional food systems. Beyond individual consumption, these perceptions foster broader promotional outcomes: word-of-mouth endorsements, social sharing, and return visits that sustain the vitality of rural destinations (Brune et al., 2021; Kim et al., 2019; Liang et al., 2021). As such, managing and enhancing visitor perceptions of farm-raised foods emerges as a strategic priority for the long-term viability and cultural resonance of agritourism enterprises. Building upon this rationale, we propose the following hypothesis.
H4. 
Perception of farm-raised foods mediates the relationship between atmospherics and behavioral intentions.
H5. 
Perception of farm-raised foods mediates the relationship between service quality and behavioral intentions.
H6. 
Perception of farm-raised foods mediates the relationship between food quality and behavioral intentions.

2.3. Contextualizing the Research: Description of the Study Location

Agritourism has witnessed remarkable growth among farmers and ranch owners across the United States. Data from the USDA Census of Agriculture reveal a significant rise in the economic impact of agritourism, with total revenue increasing from USD 567M in 2007 to USD 1.260B in 2022, and revenue per farm climbing from USD 24,276 in 2007 to USD 44,004 in 2022. Missouri, with its diverse agricultural sector—recognized as the state’s leading industry—exemplifies this growth. In 2021, the agricultural sector contributed an economic impact of USD 93.7B, while the tourism industry, Missouri’s second-largest sector, generated an economic impact of USD 19.9B in 2023. Agritourism uniquely integrates these top two industries, positioning Missouri as a leader in adopting the agritourism model alongside robust agricultural production. This research was conducted among agritourism visitors in Missouri to examine how satisfaction with quality dimensions of farm-raised foods influences their behavioral intentions.

3. Materials and Methods

This study adopts a quantitative approach based on a structured survey (online survey platform; Qualtrics) to examine the relationships among key constructs, namely, atmospherics (AT), service quality (SQ), food quality (FQ), perception (PE), and behavioral intentions (BI) among agritourism visitors. To ensure the validity and reliability of the measurement constructs, a pilot study involving 70 respondents was conducted prior to administering the main survey. This preliminary phase facilitated the refinement of the research instrument by empirically evaluating the questionnaire and identifying potential design shortcomings. Visitor satisfaction with AT, SQ, and FQ was assessed using a five-point Likert scale, ranging from 1 (highly dissatisfied) to 5 (highly satisfied). These measurement items were adapted and adopted from previous studies on food quality and farm-raised food experiences (Brune et al., 2021; Katuk et al., 2021; Pamukçu et al., 2021; Zhang et al., 2019). PE was measured using a five-point Likert scale ranging from 1 (strongly disagree) to 5 (strongly agree), with items adapted from prior research focusing on local foods and farm produce (Aprile et al., 2016; Béné, 2020; Getz et al., 2014; Kim et al., 2019). Similarly, BI was measured using a five-point Likert scale ranging from 1 (very unlikely) to 5 (very likely), adapted from studies on travelers’ and visitors’ trip satisfaction, loyalty, and revisit intentions (Chen et al., 2020; Phillips et al., 2013; Yoon et al., 2010).
The data collection process yielded 690 responses from the agritourism visitors in Missouri; after applying eligibility and response rate screening criteria (e.g., incomplete surveys), 615 responses were found valid and included in the final analysis. Data analysis was conducted by frequency analysis to examine the socio-demographic characteristics of the respondents and Structural Equation Modeling (SEM) was performed using the maximum likelihood method. The reliability and validity of all scales in the proposed model were assessed, with a satisfactory level of reliability and convergent validity which is above the threshold.

4. Results

4.1. Demographics of Respondents

This study utilized frequency distribution to analyze and describe the demographic characteristics of the respondents. The agritourism visitors’ gender distribution revealed that females comprised a slightly larger proportion of the sample at 52.2%, while males accounted for 47.8%. In terms of annual income of the visitors, 43.2% of respondents reported earnings over USD 75,000, whereas 39.6% indicated earning less than USD 50,000. Educational attainment varied, with 26.7% of respondents holding a bachelor’s degree, representing the largest educational group, while those with an associate degree formed the smallest group at 12.5%. Regarding race and ethnicity of the visitors, most respondents (77.7%) identified as Caucasian or White, followed by African American or Black (11.5%), and those categorized as “Other” (6.2%). The Asian or Pacific Islander demographic represented the smallest proportion of the sample, constituting 4.6%.

4.2. Validity and Reliability

We confirmed that the data fit the proposed model well by assessing the fit indices (χ2/df = 1.78; CFI (Comparative Fit Index) = 0.92; NFI (Normed Fit Index) = 0.89; TLI (Tucker–Lewis Index) = 0.94; IFI (Incremental Fit Index) = 0.88; RMSEA (Root Mean Square Error of Approximation) = 0.04), which lie within the range of the recommended thresholds (Arbuckle & Wothke, 2006). These indices indicate that the structural paths and construct relationships reflect the real pattern in the agritourism visitors’ population. All indicators loaded onto their corresponding factors with values above the recommended threshold of 0.50 (Hair et al., 2010), confirming the convergent validity of the constructs within the measurement model utilized in this study (Table 1). Additionally, the Average Variance Extracted (AVE) values for the constructs exceeded the 0.50 level, further demonstrating sufficient convergent validity (Fornell & Larcker, 1981), which shows that constructs are internally consistent and conceptually sound. The square roots of the AVE values (Table 2), presented on the diagonal, were greater than the correlations between the constructs, indicating the establishment of discriminant validity (Hair et al., 2010). Finally, Cronbach’s Alpha and Composite Reliability values exceeded the recommended threshold of 0.70, indicating acceptable internal reliability of the constructs (Arbuckle & Wothke, 2006). Overall, these results indicate a theoretically grounded and an empirically supported measurement model.

4.3. Hypothesis and Mediation Analysis

By aligning with the accepted model and achieving adequate fit indices (χ2/df = 1.78; CFI = 0.92; NFI = 0.89; TLI = 0.94; IFI = 0.88; RMSEA = 0.04), the study hypotheses were tested using Structural Equation Modeling (SEM). These metrics affirm the robustness of the model in capturing the proposed relationships. The results revealed a positive influence on visitors’ satisfaction with AT on BI (β = 0.42, p < 0.001), supporting H1. Consistent with H2, a positive influence of visitors’ satisfaction with SQ on BI was confirmed (β = 0.41, p < 0.001). Additionally, a positive influence of visitors’ satisfaction FQ on BI was identified (H3; β = 0.51, p < 0.001). Notably, satisfaction with FQ exerted the strongest influence on BI, highlighting its critical role in shaping visitors’ outcomes. Overall, the results demonstrated the integrated framework’s efficacy in understanding key drivers of visitor behavior.
To examine the mediating role of PE in relation to farm-raised foods between AT, SQ, FQ, and BI, we employed the procedure suggested by (Baron & Kenny, 1986). To test the mediating role of PE between AT and BI, we first examined the three-way relationships (AT and BI, AT and PE, PE and BI). After obtaining significant results, we proceeded to test the mediating role of PE. Our analysis revealed that the inclusion of PE did not result in a significant positive influence between AT and BI (β = 0.11; p = 0.11), which does not support H4. For testing the mediating role of PE between SQ and BI, we first examined the three-way relationships (SQ and BI, SQ and PE, PE and BI). After achieving significant results, we tested the mediating role of PE. We found that the inclusion of PE did not result in a significant positive influence between SQ and BI (β = 0.18; p = 0.20), which does not support H5. Finally, to identify the mediating role of PE between FQ and BI, we first examined the three-way relationships (FQ and BI, FQ and PE, PE and BI). After obtaining significant results, we checked the mediating role of PE. Our analysis revealed that the inclusion of PE resulted in a significant positive influence between FQ and BI (β = 0.55; p < 0.0001), which supports H6. This mediating effect suggests that favorable evaluations of farm-raised food enhanced the impact of food quality on visitors’ intention to revisit or recommend the agritourism experience.

5. Discussion

Farm-raised foods are integral to the promotion of agritourism, offering visitors authentic culinary experiences and emphasizing sustainable agricultural practices. Agritourism activities, such as farm-to-table dining, value-added purchases, U-pick events, and cooking workshops, highlight the freshness and quality of farm-raised foods, fostering a deeper appreciation for local agriculture among visitors. This study examines the relationships between three quality dimensions of farm-raised food (AT, SQ, FQ) and their impact on visitors’ BI. Moreover, it investigates whether visitors’ PE mediates these relationships. The findings reveal that AT, SQ, and FQ have a significant positive influence on visitors’ BI. Additionally, the results indicate that visitors’ PE mediates the relationship between FQ and BI. By incorporating farm-raised foods into agritourism initiatives, operators can create distinctive culinary experiences that appeal to food enthusiasts, promote repeat visits, and enhance the overall success of agritourism ventures.
The findings of this research offer substantial theoretical and practical contributions to the understanding of the agritourism and farm-raised food framework. This study addresses a notable gap in the literature, as limited empirical research has focused on examining tourism visitors’ BI in relation to their satisfaction with farm-raised foods. By initiating research in the context of agritourism destinations, an expanding niche in the tourism industry, this study makes a meaningful theoretical impact. Specifically, the research investigates the influence of key dimensions of farm-raised foods (AT, SQ, FQ) on visitors’ BI, thereby broadening the scope of the agritourism marketing literature. The findings reveal that these dimensions serve as essential components in fostering visitors’ BI and cultivating loyalty, consistent with earlier studies (Konuk, 2019; Rajput & Gahfoor, 2020; Ryu et al., 2012). Furthermore, this study is among the first to examine the mediating role of PE, highlighting its importance in reinforcing the relationship between farm-raised food quality and visitor intentions. These insights are instrumental in advancing agritourism marketing strategies and fostering sustainable tourism development.
As agritourism continues to emerge as a rapidly expanding niche segment within the tourism industry, the findings of this study offer substantial managerial implications. This study highlights the critical influence of three key dimensions of farm-raised foods on visitors’ BI. High-quality food offerings establish a tangible connection between visitors and the agritourism environment, emphasizing the authenticity and freshness of farm produce. Managers and business operators in agritourism should prioritize the integration of all three dimensions rather than focusing exclusively on a single aspect (e.g., ensuring well-maintained surroundings, employee hygiene, and the provision of high-quality farm-raised food) as each dimension plays a significant role in shaping visitors’ BI. Special attention should be given to elements such as tastiness, healthiness, freshness, and visual appeal, as these are pivotal in enhancing visitor satisfaction. For instance, offering exceptional-quality farm-raised foods can lead to visitor satisfaction, whereas neglecting atmospheric aspects (e.g., serving food near animal petting areas or restrooms) can result in dissatisfaction despite the high food quality. Therefore, a holistic approach to addressing all dimensions is vital to ensure a positive visitor experience and foster long-term loyalty.
We suggest that agritourism business owners and managers should adhere to the state food codes, permits, inspection requirements, and local food regulations to ensure public health and regulatory compliance. Effective employee training is equally vital for the safe and successful service of farm-raised foods in agritourism destinations. Beyond providing visitors with authentic culinary experiences, agritourism operators bear the responsibility of implementing comprehensive staff training programs to maintain compliance and build visitor trust. Additionally, we also suggest having training programs that emphasize farm-to-table knowledge, empowering employees to educate visitors about the origins, production methods, and sustainability of farm-raised foods, thereby enhancing the visitor experience. Employees should also be trained in emergency response protocols to effectively handle potential food-related incidents or accidents. This preparedness safeguards visitors while preserving the reputation and credibility of the agritourism destination.
The key finding of our study highlights the mediating role of visitors’ PE of farm-raised foods in shaping the relationship between FQ and BI. Consistent with prior research, which suggests that consumers perceive farm-raised foods through ethical, environmental, and health-related dimensions (e.g., superior quality and freshness), our study demonstrates similar outcomes within the agritourism context. Specifically, a stronger and more significant mediating relationship was observed. This mediating effect highlights that favorable cognitive and affective evaluations of farm-raised products do not simply complement food quality—they actively shape and amplify their influence on visitors’ intentions to revisit or recommend the experience. We propose that, beyond focusing primarily on attributes like AT, SQ, and FQ as strategic tools to enhance the appeal and success of agritourism destinations, destination marketers, policymakers, operators, and managers should integrate perception-based attributes (e.g., support for local farms, sustainability, health benefits). Positioning farm-raised foods as a competitive advantage in destination marketing strategies will elevate the destination’s appeal. By incorporating these attributes into promotional efforts, a broader audience can be attracted, contributing to the rural growth and sustainability of the agritourism sector.
While this study provides meaningful contributions to the advancement of the agritourism literature, its limitations warrant consideration and offer pathways for future inquiry. A primary constraint lies in the geographic scope of this study, which was limited to agritourism visitors in Missouri. To enhance generalizability and contextual relevance, future research should employ representative sampling across diverse geographic regions, recognizing that consumer behaviors and preferences toward farm-raised foods may vary spatially. Additionally, subsequent studies are encouraged to extend the proposed model by incorporating alternative mediating and moderating variables (e.g., cultural factors, demographic variables), which could yield deeper insights. Complementing quantitative analysis with qualitative methods—such as in-depth interviews or focus groups—may further enrich understanding by capturing the memorable experiences and motivations underlying visitors’ engagement with agritourism destinations.

6. Conclusions

This study underscores the pivotal role of farm-raised foods in enriching agritourism experiences. The findings contribute meaningfully to the theoretical development of agritourism marketing and offer actionable strategies for practitioners aiming to enhance visitor experiences through authentic, high-quality food offerings. Emphasizing attributes such as sustainability, health benefits, and support for local agriculture in marketing efforts can serve as a strategic advantage in destination branding. While this study provides valuable insights, future research should examine additional variables and include broader geographic samples to strengthen the generalizability and applicability of the findings. Overall, positioning farm-raised foods at the core of agritourism experiences presents a promising pathway toward sustainable rural tourism development. Although contextual limitations warrant caution in generalization, this study opens new avenues for future research, including expanded regional representation and qualitative exploration of visitor experiences. Collectively, these contributions establish a foundation for recognizing farm-raised foods as a strategic asset in the evolving landscape of agritourism.

Author Contributions

Conceptualization, J.B. and D.-Y.K.; methodology, J.B. and D.-Y.K.; software, J.B.; formal analysis, J.B.; investigation, J.B. and D.-Y.K.; data curation, J.B. and D.-Y.K.; writing—original draft preparation, J.B. and D.-Y.K.; writing—review and editing, J.B. and D.-Y.K.; supervision, D.-Y.K.; project administration, D.-Y.K. All authors have read and agreed to the published version of the manuscript.

Funding

This research was funded by the “Missouri Agricultural and Small Business Development Authority” project titled “Enhancing the Economic Sustainability of Missouri Agritourism”, funding number 0062049.

Institutional Review Board Statement

The study was conducted in accordance with the Declaration of Helsinki, and approved by the Institutional Review Board of University of Missouri (protocol code 2073062 and approval date 14 October 2021).

Informed Consent Statement

Informed consent was obtained from all subjects involved in the study.

Data Availability Statement

The datasets presented in this article are not readily available because of the agreement with the funding agency. Requests to access the datasets should be directed to the corresponding author.

Conflicts of Interest

The authors declare no conflicts of interest.

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Table 1. Construct items, convergent validity and reliability.
Table 1. Construct items, convergent validity and reliability.
ConstructAVECRαLoadings
Atmospherics0.780.840.90
 Clean surroundings 0.76
 Proper sanitizing 0.84
 Away from animal area 0.81
 Away from restrooms 0.82
 Drinking water availability 0.78
 Handwashing stations 0.75
Service Quality0.840.860.93
 Employee attire 0.72
 Employee personal hygiene 0.88
 Proper handling of food 0.78
 Clean utensils 0.74
 Employee behavior 0.79
Food Quality0.780.840.92
 Properly cooked 0.78
 Served at the appropriate temperature 0.89
 Appears fresh 0.74
 Free from contamination 0.85
 Packed and sealed 0.82
 Description and labeling 0.81
Perceptions0.830.890.88
 Improved nutrition 0.84
 Long lasting 0.78
 Freshly made 0.91
 Tastes good 0.88
 Safe to eat 0.76
 Free from preservatives 0.79
Behavioral Intentions0.810.830.87
 Recommendation intention 0.85
 Revisit intentions 0.83
χ2/df = 1.78; NFI = 0.89; CFI = 0.92; TLI = 0.94; RMSEA = 0.04; IFI = 0.88. df = degree of freedom; AVE = Average Variance Extracted; CR = Composite Reliability; α = Cronbach’s Alpha.
Table 2. Discriminant validity.
Table 2. Discriminant validity.
ConstructMeanSD12345
AT4.280.730.71
SQ4.340.790.820.88
FQ4.270.830.720.790.82
PE4.060.840.800.810.830.86
BI4.390.810.760.770.790.800.81
Diagonal presents the square root of the Average Variance Extracted (AVE) while the off diagonal presents the correlation.
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MDPI and ACS Style

Baby, J.; Kim, D.-Y. Atmosphere, Service, and Flavor: Exploring Quality Dimensions of Farm-Raised Foods in Agritourism. Tour. Hosp. 2025, 6, 165. https://doi.org/10.3390/tourhosp6040165

AMA Style

Baby J, Kim D-Y. Atmosphere, Service, and Flavor: Exploring Quality Dimensions of Farm-Raised Foods in Agritourism. Tourism and Hospitality. 2025; 6(4):165. https://doi.org/10.3390/tourhosp6040165

Chicago/Turabian Style

Baby, Jibin, and Dae-Young Kim. 2025. "Atmosphere, Service, and Flavor: Exploring Quality Dimensions of Farm-Raised Foods in Agritourism" Tourism and Hospitality 6, no. 4: 165. https://doi.org/10.3390/tourhosp6040165

APA Style

Baby, J., & Kim, D.-Y. (2025). Atmosphere, Service, and Flavor: Exploring Quality Dimensions of Farm-Raised Foods in Agritourism. Tourism and Hospitality, 6(4), 165. https://doi.org/10.3390/tourhosp6040165

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