T This study adopted the concept and service ecosystem of the SDL and unique characteristics of agritourism to explore the nature and scope of value co-creation in a farming tourism context. Based on four farmers’ and 80 tourists’ interview results, he nature of value co-creation in agritourism defined as: a work farm background to integrate resources of all sorts, creating a variety of experiential activities related to agricultural production and entertainment. With regarding to the scope of value co-creation in agritourism, the farm and visitors both need to invest resources in agritourism activities, engaging in an exchange of value with the farms. The farm needs to cooperate with different stakeholders (employee, suppliers and local communities) to design its tourism service activities in service preparation stage. The visitor was influenced by personal tourism motivation, relatives/friends, and other visitors, all of which determine their degree of participation in agritourism activities in service participation stage. In post-service stage, the tourists will have positive or negative response (e.g., revisit intention).
The study examined perceptions of products and found that target types and product knowledge were important variables. When a product is novel, perceivers are susceptible to the context and this could lead them to a perceptual assimilation effect. However, when a product is familiar, perceivers are not susceptible to the context, and they are able to process information in detail, which easily leads them to a perceptual contrast effect. In this study, the study employed two response-scales (adjective-anchor and forced-anchor) as the evaluative scales of perceivers, and we also found that the forced anchor scales could diminish the possibility of a perceptual contrast effect. Consequently, marketing practitioners could apply the forced anchor scales to comparative advertising when a new product enters the market in order to lead consumers to a perceptual assimilation effect.