Assessing Hualien’s Agrotourism Destination Image and Revisit Intention: A Secondary Analysis Using Importance-Performance Analysis

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 onsite 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 < 0.001), but dimension-level validation statistics were not preserved; therefore, the four-dimension structure is treated here as an adopted measurement framework rather than a newly reconfirmed factor model. The overall importance mean was 5.8434 and the overall performance mean was 5.805. High-performing strengths were food quality, distinctive cuisine, relaxation, dining comfort, positive service attitude, empathy, problem solving, creative activity design, and favorable revisit and recommendation intention. The archived IPA output also flagged scenic beauty and staff appearance as managerial watch points. Because these two items sit close to the grand means in the reproduced descriptive tables, they should be interpreted cautiously as expectation-sensitive attributes rather than unequivocal failures. The study concludes that Hualien’s agrotourism operators should prioritize visible place aesthetics, frontline presentation, and place-based experiential design while maintaining their strong food and hospitality advantages.