Analysis Of The Factor Affecting The Agri-tourism Garden Consumer Behavior

The emergence of agri-tourism is inevitable when the social economy deve1ops at the certain stage and resident's income and the consumption level raises to certain extent. The tourist agricultural garden traveling is growing strong in recent years as the new traveling form which unifies by the agriculture and the tourism. The agri-tourism garden, As suppliers of tourism products, have to survive in the market that's full of intense competitions. This paper tries to classify the factors that affect tourists'choice as well as test the degree of their influence based on the previous research, on purpose of providing some new theoretical basis to help the tourism enterprises gain advantages in the competition via effective marketing.This Paper can be divided into two part: the theory part and application part.In the theory Part,At first Introduction of basic conception, types,characteristics,functions and analyzes the current situation of agri-tourism .And then the paper analyzes the main factors that influence the agri-tourism garden Consumer Behavior, including Resources condition, Motivation, service and facilities, Reference community, Family factor, the social class, the sensation, the leisure time factor , Consumer experiences, the personal economy, the macro economic. Through the combination with the analysis on Consumer selection Behavior process, the paper also gives some perspectives on the system which can demonstrate how the factors influence tourists'Consumer choice and offers the theoretical model about the system.In the second part, Taken ZhengZhou as an example for the application of these theories. According to the data gained vie the survey, the paper has reached some conclusions with the outcome of the statistical analysis as follows: firstly, the factors that affect tourists'destination choice can be classified into 9 categories, It can be arranged according to the order of importance as follows: Resources condition and Motivation factors, Safety factor, service and facilities factors, Unknown emergency situation, Agri-tourism garden Consumers'method access to information, Personal and macro-economic factors, The leisure time factor, Related groups of individual, Agri-tourism garden Consumers'experience, Resources condition and Motivation factors, service and facilities factors have an impact on the total interests of consumers;Agri-tourism garden Consumers'method access to information, Related groups of individual have an impact on the reference of others; Safety factor, Personal and macro-economic factors, The leisure time factor, Agri-tourism garden Consumers'experience have an impact on consumers behavior confidence; Unknown emergency situation direct impact on intentionThe last part of the paper provides some pieces of suggestion to the vacation destination and tourism enterprises as far as the marketing is concerned. First, strengthen the park theme and improve service quality, increase and improve the project of tourist concerning, Increase the total interest of visitors choice behavior; second, improve Park staff service levels, increase the use of a variety of marketing strategies, changes passenger information channels, to increase the positive impact of others, Third, Strengthen the safety inspection, according to consumer leisure time and the seasonal changes to determine a flexible pricing strategy. And then adjusting Consumer confidence to control Consumer behavior; Fourth, Focus on marketing situational factors, to reduce its negative impact on consumer behavior. Focus on the dynamics of travel behavior of tourists and they feelings feedback after sightseeing. Through these efforts, Strengthen the positive impact of intention on the potential consumers and enhance the economic benefits of Agri-tourism garden.