Agroeconomia Croatica, Vol. 13 No. 1, 2023.
Izvorni znanstveni članak
The influence of subjective norm and perceived behavior control of visitors’ on the intention to revisit the olive farm
Ana Čehić Marić
orcid.org/0000-0002-2374-0795
; Institut za poljoprivredu i turizam, Zavod za ekonomiku i razvoj poljoprivrede, Karla Huguesa 8, 52440 Poreč, Hrvatska
Milan Oplanić
; Institut za poljoprivredu i turizam, Zavod za ekonomiku i razvoj poljoprivrede, Karla Huguesa 8, 52440 Poreč, Hrvatska
Sažetak
Subjective norm and perceived behavioral control had an impact on intention/behavior in many studies. The aim of the paper is to determine the influence of subjective norm and perceived control over visitor behavior on the intention to revisit olive farms in Istria.
The study was conducted at 6 olive farms in Istria County that were open to visitors in the period from June to October 2019. After the visit, visitors were given a questionnaire. For this paper, we used questions on sociodemographic characteristics, travel behavior variables, and questions on subjective norm and perceived behavioral control and intention to revisit. A total of 262 validly completed questionnaires were included in the study. The collected data were analyzed using frequencies, parametric tests (t-test, one-way ANOVA). The sample contains slightly more female respondents, most of whom have completed their education, most of whom have a monthly income of more than 1,501 euros and most of whom are over 57 years old. All statements regarding subjective norm and perceived behavioral control showed a significant relationship with intention to revisit the olive farm. Visitors with more positive ratings of subjective norm and perceived behavioral control had a greater intention to revisit the farm.
Ključne riječi
subjective norm, perceived behavior control, intention, visitors’
Hrčak ID:
306149
URI
Datum izdavanja:
1.7.2023.
Posjeta: 271 *