Exploring a market for agritourism in Fiji: tourists’ perspective

Abstract

This research aimed to interpret motivations of tourists for agritourism in Fiji. Data was collected through a paper-based face to face survey. Structured questionnaires were administered to a convenience sample of tourists at the two international airports. Descriptive and factorial statistics reveal seven principal factors that motivate and influence visitor preferences for agritourism venues. Most tourists seemed interested in agritourism but presently were unaware of the existence of such venues in Fiji. Findings also suggest that tourists preferred a short stay at working farms offering value for money experience. In terms of importance, hospitality followed by entertainment, were the two main desired services for an agritourism venue. This research offers insights for dynamic product development for the Fijian and Pan-Pacific agritourism industry.