Linking Experiential Marketing, Perceived Value, and Satisfaction in Agritourism: Implications for Sustainable Rural Development

Agritourism is an expanding form of experience-based rural tourism, yet limited empirical research explains how experiential marketing shapes perceived value and satisfaction in authentic farming contexts. Drawing on Schmitt’s Strategic Experiential Modules and the Memorable Tourism Experience (MTE) framework, this study develops and tests a structural model linking agritourism experience, perceived value, and satisfaction. Survey data from 398 visitors across twelve certified agritourist communities in Taiwan were analyzed using CFA and SEM. Results show that agritourism experiences significantly enhance perceived value and directly increase satisfaction, with perceived value exerting a strong mediating effect. From a sustainability perspective, the findings underscore the distinctiveness of agritourism, where authenticity, natural variability, and human–land interactions generate experiential outcomes not replicable in constructed tourism spaces. The study advances experiential marketing theory and offers practical guidance for rural tourism development, thereby supporting sustainable rural development by fostering long-term tourist engagement and local economic vitality.