The Study On The Relationship Between Tourist Experience And Behavioral Intentions In Recreational Farm

The recreational farm, as one of the developmental patterns of the leisure rural tourism, has been the highlight during the development of the modern country under the background of the rapid development of the rural tourism. It bases on the eco-agricultural tourism, follow the sustainable development principle, and mainly develop the farm tourism. It integrates the agriculture with the nature, and the culture with modern tourism. Also it well combines the ecological benefit, economic and social benefit together. It gives priority to the recreation, aims to let the guests taste the country life, participate in the farming activities, keep them away from the urban, get back to nature, enjoy their lives. Nowadays, there are bad as well as good recreational farms exist. They are well developed at the very beginning, but hard to maintain. How to keep them in well developing and fulfill the needs of the guests is the hotspot in tourism industry and academic circle.This paper studied the relationship between tourist experience and consumer behavior intention, and the influencing factors of tourist experience, based on the five recreational farms selected in Zhejiang Province. After literature reading, expert interviews and statistical analysis by SPSS 13.0, the study extracted eight influencing factors of tourist experience, five factors of tourist experience, and three factors of behavioral intentions. Then the research tests hypothesis by use of AMOS7.0, and analyses the relationship among tourist experience and consumer behavior intention and influencing factors of tourist experience in order to promote sustainable and draws conclusions. Finally. According to the result, the paper makes some recommendations in the perspectives of experiential marketing, comprehensive experience and sustainable development in recreational farm.