Intentions to participate in agritourism experiences as explained through constraints, the theory of planned behaviour, and previous experience

While agritourism in the United States has experienced substantial growth, individuals decision-making processes that drive agritourism participation remain insufficiently understood. By integrating the Leisure Constraints Model (LCM) and the Theory of Planned Behavior (TPB), this study advances the understanding of agritourism participation in the U.S. Using data from 803 participants, the findings of the study suggest that attitudes toward agritourism, subjective norms, and perceived behavioural control positively relate to individuals’ intentions to engage in agritourism activities. In addition, prior experience with agritourism strengthens the relationship between perceived behavioural control and participation intent. Perceived interpersonal constraints are negatively associated with all three TPB constructs, while structural and intrapersonal constraints show varied relationships with the factors influencing participation intent. By integrating the two theoretical frameworks of LCM and TPB, this study provides a comprehensive account of consumer participation in agritourism. Furthermore, the findings of the study suggest the importance of strategies that address visitors’ perceived constraints and provide positive experiences that foster engagement and retention.