The Dimension of Experience Quality in Agritourism Industry: A Factor Analysis Assessment

This study aims to examine the experience of agritourism attractions and assess what dimensions are relevant to represent these variables.Literature studies show that limited attention to tourism experiences in the context of agritourism is not discussed in detail about the factors that can cause it.Driven by the gaps identified in the literature, this study attempts to explore the dimensions of the experience of agritourism and the attraction created by agritourism.The experience in agritourism is important, because the characteristics of agritourism are very unique, involving tourists in their activities, therefore it is necessary to study the factors of tourism experience so that this tourism sector remains competitive.A survey was conducted to collect data from six agritourism located in Bandung, Indonesia.The selfadministered questionnaire is handed over to visitors to the tourist, the questionnaire uses a 5-point Likert scale.From the questionnaires distributed, 413 were collected and further analysis carried out.Exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) were carried out using SPSS to measure the suitability of dimensions, through the Rotated Component Matrix, each dimension was measured and what dimensions were relevant for measuring tourist experience variables.The results showed that the agritourist experience consists of five dimensions: uniqueness, learning, staff, escape, and peace of mind.The five dimensions are able to explain the variable experience in agritourism.This study broadens understanding of the experiential quality dimensions of theoretical models and is useful for agritourism practitioners in developing strategies to create and maintain high quality experiences.