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Agritourism, a combination of agriculture and tourism, entails a complex process of commercializing agricultural resources into tourist products. This study utilizes the commodity chain model to outline the stages of commercialization for rural resources and shed light on critical challenges and prospects in agritourism development in Taiwan. The research reveals that agritourism commercialization unfolds across seven distinct phases: planning experiential products, designing service delivery, positioning commodities in the market, marketing and promotion, establishing sales channels, ensuring on-site delivery and quality control, and consumption by visitors within the Production-Exchange-Consumption (PEC) framework. By analyzing the commodity chain of agritourism, we gain comprehensive insights into each stage of resource commercialization and its intricate implications for the roles and influences of various stakeholders. This study contributes to academic discourse on agritourism commercialization and offers recommendations to foster sustainable agritourism experiences.
Wu et al. (Sun,) studied this question.
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