The impact of rural agritourism on the well-being of middle-aged and elderly adult’s: Motivational factors and psychological outcomes

¹ Ph.D. Student, Institute of China and Asia-Pacific Studies, National Sun Yat-sen University, Taiwan
² Department of Business Administration Management Chaoyang University of Technology, Taiwan

^* Corresponding author: jun-zhi65@hotmail.com

Abstract

Governments worldwide promote “active ageing,” which improves quality of life for older adults. In this context, Taiwan’s rural agritourism presents a distinctive form of leisure character raised by its natural rural landscapes, unique farm-to-table culinary offerings, and rich cultural experiences. The elements provide older adults with profound and meaningful engagement, as well as the advantages of mental and physical rejuvenation. The objective of this paper is to examine whether the motivations that drive middle-aged and older adults to engage in rural agritourism have a positive impact on their overall well-being. The data were collected from 250 middle-aged and older adults in urban areas. The findings indicate that autonomy and relatedness have a positive impact on well-being, while competence does not. This study will help rural agritourism operators create travel itineraries for middle-aged and older adults, fostering sustainable rural tourism.