The Leisure Agriculture Service Quality

Since the National Day of 1999, the Chinese Government began to practice the "seven-days of vacation" both in the Labors'Day and the National Day, the domestic demand for tourism has increased significantly. However, with people's enthusiasm to the city tourist attractions faded away, more and more people turned their directions to the suburbs, and leisure agriculture is the main option for city inhabitants.Leisure agriculture has a long history, since 1830s leisure agriculture began to develop in Europe. Though the leisure agriculture in our country just has a short history, the speed of its development is fast, and this has attracted many scholars'concerns. The existing studies mostly focus on the leisure agricultural development planning, few of them focus on the service quality of leisure agriculture. This paper use PZB scale investigated the perceived quality of those who had the consume experiences of leisure agricultural, study the service quality influenced by demographics of using a linear regression model.The demographic variables in this paper are sexuality, marital status, dwelling place, age, educational attainments, personal income, occupation and working age. By factor analyze, service quality are sorted into five dimensions, and discussed how the demographic variables influences the five dimensions.The main conclusions are:Each variable at least influences one of the dimensions, and the occupation variable influences the five dimensions significantly. With the population increased, the service quality that be perceived are reducing. And with the increase of personal income, the service quality and service proficiency which perceived by customers are reducing, too. Overall, in this paper, conclusion is that service qualities are perceived differently by different people of different dimensions. This paper concluded with advice that leisure agriculture runners should change their service quality dimensions according to their market targets to achieve the level which required by customers.