EVALUATING THE ROLE OF AUTHENTICITY AND SUSTAINABILITY IN SHAPING VISITOR EXPERIENCES IN FARM-TO-TABLE AGRITOURISM

This paper investigates how authenticity and sustainability shape tourist experiences in farm-to-table agritourism and their impact on revisit intentions, particularly in the context of emerging rural destinations. Designed in line with the theoretical framework of the experience economy, a survey of 352 respondents was conducted to compile demographic information and evaluate how experiential elements affected perceived authenticity and revisit intentions, as well as to explore underlying motivational factors. Significant correlations were found through statistical analysis using partial least square-structural equation modeling (PLS-SEM), supported by SmartPLS 4.0.9.2 software to ensure model reliability and validity. The majority of guests were young females, particularly in the 30–39 age range, which suggests a dominant demographic of working-age women whose values and expectations may significantly shape perceptions of authenticity and sustainability in agritourism. These results confirmed robust positive correlations between experiential elements particularly entertainment, aesthetics, education, and escapism and perceived authenticity, which in turn significantly influenced revisit intentions. This sense of authenticity was found to be enhanced by engaging, educational, immersive, and visually appealing activities. Additionally, the perceived environmental impact moderates the relationship between perceived authenticity and both tourist experience and revisit intention. These findings suggest that agritourism operators should design experiences that appeal to young, working-aged women and emphasize sustainability, thereby promoting cultural respect and environmental consciousness. Future research should investigate specific elements of the tourist experience and the long -term effects of perceived authenticity on visitor loyalty.