The Moderating Role of Technological Knowledge in the Relationship Between Perceived Sustainable Marketing and Intention to Agritourism

Abstract

Agritourism is a key component of sustainable tourism, focusing on minimizing environmental impacts. This study evaluates how technological knowledge influences tourist behavior and intentions within agritourism, employing the Theory of Planned Behavior for a structured quantitative analysis. Data from 348 visitors to orchards, farms, and aquaculture sites in agritourism settings were analyzed using partial least squares structural equation modeling. Results show a significant impact of perceived environmental factors on attitudes, subjective norms, perceived behavioral control, and perceptions of sustainable marketing. Importantly, technological knowledge plays a vital moderating role in linking sustainable marketing perceptions to the intention to engage in agritourism. This research sheds light on the dynamic relationship between sustainable marketing, technological knowledge, and tourist behavior in agritourism, offering insights for businesses and policymakers to foster sustainable practices and enhance the appeal of agritourism experiences.