Foreign tourists' intentions in visiting leisure farms

This study examines antecedents of visit intention for foreign tourists. The article explores the relationship of visit intention with brand image, functional attachment, motivation, experiential activities, and agriculture product sales in the leisure farm context. The study identifies five key antecedents of visit intention. Drawing on online survey and personal interview data from 1227 foreign tourists, empirical analysis tests predicted relationships. The conceptual model explores relationships among research constructs by using structural equation modeling (SEM) and fsQCA. Findings support the hypotheses that brand image, functional attachment, motivation, experiential activities, and agriculture product attitude are key drivers of visit intention. The paper also presents a discussion of theoretical and managerial implications of the research findings for the marketing of leisure farms. Results provide unique insights to help tourist farm entrepreneurs develop businesses capable of attracting foreign visitors.