Journal of Marketing Management

Exploring Agritoursim Entrepreneurship Strategies: Antecedents and Consequences
Lanlung (Luke) Chiang, Ph.D; Jaewook Kim, Ph.D; Liang(Rebecca) Tang, Ph.D; Robert Bosselman, Ph.D.

Abstract
In response to declining farm incomes and economic restructuring, farm-based agritourism entrepreneurial ventures are increasingly seen as one of the most popular nontraditional strategies to protect farming incomes against market fluctuation. Thus, farmers have increasingly realized the importance of entrepreneurial skills and capabilities to remain competitive. However, limited studies have been taken to explore the applicability of specific entrepreneurship strategies in agritoursim context. The purpose of the present study was to establish and test a theoretical model that illustrates the relationship between entrepreneurship strategies (defenders and analyzers), and their antecedents (locus of control, firm profitability, market driven propensity, need for achievement, and innovation) and consequences (economic impact, joint marketing, environmental sustainability, and public awareness). A total of 527 usable responses were collected for statistical analysis with a two-step structural equation modeling (SEM). The results showed that all the five antecedents have significant impacts on both defender and analyzer strategies. Analyzer strategies show more competitiveness advantages than defender strategies. The study provides a theoretical foundation for future studies on agritourism businesses and also gives guidance for the entrepreneurial-oriented behavior of agritourism business owners.

Full Text: PDF     DOI: 10.15640/jmm.v5n1a6