Co-creating agritourism experiences: a moderation model linking Hedonic–Utilitarian dimensions, host–guest interaction and satisfaction

Purpose – This study develops and tests a moderation model linking hedonic–utilitarian dimensions of agritourism experiences, host–guest interaction and satisfaction to explain visitor behavioral intentions. It explores how experiential value and interpersonal interaction co-create quality outcomes in agritourism and contribute to sustainable service performance in rural destinations. Design/methodology/approach – Data were collected from 296 visitors who had participated in agritourism activities. Using structural equation modeling with bootstrapped estimates, the study analyzed the direct and mediated effects of hedonic–utilitarian experience dimensions on visitor satisfaction and behavioral intentions, as well as the moderating role of host–guest interaction. The moderation model was evaluated in R to identify moderating effects between experience design and interpersonal engagement. Findings – Results show that food and program experiences significantly enhance visitor satisfaction and behavioral intentions, whereas accommodation experience does not. Village experience affects behavioral intentions directly, but not satisfaction. Satisfaction partially mediates the effects of experience dimensions on behavioral intentions. Host–guest interaction moderates these relationships, showing a buffering effect that weakens the food–intention link when interaction is high, and an enhancing effect that strengthens the program–intention link when interaction is high. These findings underscore the interactive nature of experiential quality and its influence on visitor outcomes. Originality/value – This study advances experiential consumption and service quality theory by introducing a moderation model that integrates hedonic–utilitarian experience design, host–guest interaction and satisfaction. It demonstrates how social interaction moderates experience–intention relationships, providing theoretical and managerial insights into co-created experiential quality and sustainable destination competitiveness.