| Abstract: | This research note examines how different relationships affect visitors' tourism experiences at agritourism encounters, recognizing the differences between repeaters and first‐timers from a relationship marketing perspective. Results from a survey of 431 visitors to farms in Texas found that most of relationships with service providers, other customers and companions were important but differently related to satisfaction. By examining the differences and similarities between first‐timers and repeaters, this study suggests that visitors' relationships not only with service providers but also with other customers and companions should be embraced into the components of relationship marketing models in tourism. Copyright © 2011 John Wiley & Sons, Ltd. |
