Abstract:
This study examines tourists' perceptions of agritourism and satisfaction with their experiences based upon empirical research conducted in Tuanjie County, Kunming, Yunnan Province, China in 2010. Multiple research methods, including surveys, informal interviews, on-site observations and secondary data review were adopted in the case study. The study reported mixed reactions to the experience of farm visitors, with greater satisfaction with the overall experience than with the specific quality and diversity of farm offerings. Most tourists had a favorable view of the site and enjoyed their overall experience. Many appreciated fresh food, unique local houses and traditional ethnic cultures. Some indicated strong interests in local festivals and special events. However, some visitors were concerned about insufficient interpretation of ethnic cultures, inadequate facilities, poor service, low hygiene, and high costs. Tourists' perceptions of farm experiences were significantly influenced by their individual backgrounds. The study raises important issues in terms of management and promotion of farm attractions, given that modern tourists may have diverse needs and expectations.
