Abstract:
The aim of this paper is to evaluate visitor satisfaction in agri-tourism and to
understand the implications for agri-tourism farmers in Sri Lanka. This has
been done following the Expectancy Disconfirmation Theory. There are 21
attributes under five different aspects selected for the satisfaction
measurement. This study also provides a comparative picture of local and
foreign visitors. The study has been conducted on three randomly-selected
agri-tourism destinations. Results reveal that out of 21 attributes, nine
attributes emerge at the satisfied level, and there were ten indifferences and
two dissatisfied. Further, the overall satisfaction levels of both groups of
visitors were at moderate levels and comparatively a higher level of
satisfaction of local visitors can be observed over foreign visitors. Although
the possibility of revisiting the destinations is low, recommending the
destinations to others was high for both groups. However, both groups
emphasized the necessity of improving appropriate educational programs,
entertainment activities, variation of farm products with processing,
availability of direct sales to visitors, increasing the efficiency of staff
members, upgrading the hygiene and sanitation situation, and improving the
road conditions leading to the destinations in order to enhance the
satisfaction of visitors. The findings of this research may be useful in
developing policy and undertaking promotional measures for intensifying
agri-tourism sector, as this sector has a place within the current focus of
rural development in Sri Lanka.
