Reconceptualizing the Hierarchical Service Quality Model: The Case of Agritourism Events

Abstract

To enhance the success of agritourism events and festivals, identified as important contributors to economic development in rural communities, this study investigated factors leading to revisit intentions toward these tourism activities. Taking an experience economy approach, the 4Es (educational, entertainment, escapist, and esthetic experiences) were used as alternative measures of outcome quality as part of a 4E-based reconceptualized hierarchical service quality model (HSQM). Data were collected from 529 respondents at three agritourism events in the state of Iowa. Structural equation modeling (SEM) revealed that overall service quality was comprised of all three dimensions of HSQM (interaction quality, physical environment quality, and outcome quality as indicated by the 4Es) and overall service quality was shown to be an antecedent of visitor satisfaction, which consequently led to revisit intention. Additionally, SEM results demonstrated the suitability of the hypothesized 4E-based HSQM model to explain the variance in overall service quality at agritourism events. Thus, this study provides an innovative theoretical foundation for future research investigating service quality, and suggests strategies that marketers can use to effectively enhance experiential offerings for visitors at agritourism events.