Tourism is one of the key supporting sectors in Indonesian economy which has significant contribution to its GDP. Lately, agri-tourism becomes a featured product of Indonesian tourism in various scales. Even if it grows in a significant way, but developing agri-tourism still need additional support from related parties, especially from consumers. Customers’ satisfaction has a crucial impact in determining their loyalty and behavior, and also affects the sustainability of agri-tourism business. Any problem on these fields can hold up the agri-tourism development. This research is aimed to analyze the effect of service quality, customer’s value, livelihood assets, destination image, and performance of local government on behavioral attention of agri-tourism’s visitors. This research employed structural equation modeling (SEM) using WarpPLS software. The results indicate that both service quality of agri-tourism and quality of human resource have significant effects on relationship marketing, customers’ satisfaction, and behaviora intention. Moreover, livelihood assets aspect also has affected the customers’ behavioral attention significantly.

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human resource service quality customers value livelihood assets destination image relationship marketing customers satisfaction and behaviora intention moreover local government structural equation modeling sem indonesian tourism warppls customers behavioral attention significantly

Riana F.D.,Koestiono D.,Setiawan B.,Muhaimin A.W.,.DETERMINANTS OF BEHAVIORAL INTENTION IN AGROTOURISM VISITING. 87 (3),.

Riana F.D.,Koestiono D.,Setiawan B.,Muhaimin A.W.,"DETERMINANTS OF BEHAVIORAL INTENTION IN AGROTOURISM VISITING" 87

Riana F.D.,Koestiono D.,Setiawan B.,Muhaimin A.W.,"DETERMINANTS OF BEHAVIORAL INTENTION IN AGROTOURISM VISITING"