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Experiential consumption of a South African wine farm destination as an agritourism attraction

As agritourism has been gaining in popularity as a form of special interest tourism, researchers have investigated different aspects of this phenomenon. However, academic literature seems to be mostly atheoretical thus far. Considering the highly experiential nature of agritourism activities, the current study tested the potential power of experiential consumption dimensions on explaining visitor flow experience, satisfaction with, and loyalty toward an agritourism attraction located on a wine farm in South Africa. A large data set collected with an onsite survey was analyzed. The study reveals several theoretical findings and extends the literature on the experiential dimensions of agritourism/wine tourism/farm tourism, as well as providing practical implications that may aid operators of such attractions to make more informed decisions with regard to their tourism product and budget allocation.