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This study selected the TaiAn rural community in Taiwan as the study site. TaiAn collaborated with local universities to implement the University Social Responsibility (USR) practice through community-based agritourism (CBA). The social exchange theory (SET) was adopted as a theoretical framework to weigh the costs and benefits perceived among different stakeholders (residents, tourists, students, and lecturers) regarding CBA development. The research purpose was to explore the determinants of support for sustainable CBA using a mixed quantitative and qualitative approach based on the SET. The empirical results from 117 completed surveys indicated that Agricultural Experiential Benefits, Perceived Environmental Impacts, and Mental Health Benefits positively influenced tourists’ support for CBA. The qualitative interview results also supported the notion that agriculture students, faculty, and community members could derive various benefits from participating in USR practices within local communities. Theoretical and managerial implications were proposed for marketers and policymakers to gain a deep understanding of CBA practices.
Chassang et al. (Wed,) studied this question.