TITLE:
Assessing Hualien’s Agrotourism Destination Image and Revisit Intention: A Secondary Analysis Using Importance-Performance Analysis
AUTHORS:
Chun-Nan Lin, Tzu-Hao Yang
KEYWORDS:
Agrotourism, Destination Image, Revisit Intention, Importance-Performance Analysis, Hualien, Secondary Analysis
JOURNAL NAME:
Open Access Library Journal,
Vol.13 No.4,
April
7,
2026
ABSTRACT: This study re-examines an archived survey of agrotourism visitors in Hualien, Taiwan region, and reframes the evidence as a descriptive Importance-Performance Analysis (IPA) study rather than a causal test. The dataset contains 141 valid on-site questionnaires collected from visitors at multiple Hualien agrotourism venues. Destination image was measured through four adopted dimensions—product, quality, service, and price image—together with two behavioral-intention items on revisit and recommendation. The archived report provides aggregate reliability evidence (Cronbach’s alpha > 0.80; KMO = 0.867; Bartlett’s test p