Agricultural Tourists, Motivation, Satisfaction, Loyalty Impact Of Empirical Research

In recent years, agricultural tourism meets the desire of urban residents on the nature and the needs to relax, so it gains a rapid development in the domestic tourism market. Meanwhile, the development of agricultural tourism can help solve rural issues effectively, and develop the rural economy, thereby reducing the urban-rural gap. Given that Shandong Province is one of the country's major agricultural provinces, this study selected national agricultural tourism demonstration sites, Million Acres of Date Forest, as the research object, to explore the relationship among the agricultural tourists'travel motivation, satisfaction and loyalty.In this study, empirical research methods were adopted to explore the variable dimensions of the tourism motivation, satisfaction and loyalty and a theoretical model of these three variables was constructed to find out the impact of tourist motivation and satisfaction on the loyalty of agriculture tourists. The result of this study will help to provide suggestions for the marketing activities and future development of this agricultural scenic spots.Firstly, based on the literature review, this study constructed the structural equation model of tourist motivation, satisfaction and loyalty. Then through examination, the study found out that tourists decided to travel by both the push and pull factor, which pull factor model included two factors, namely, "rural scene" and "convenience", and push factor model included three factors, "relationship intensifying", "knowledge" and "entertainment and fitness". Lastly, through inspection of structural equation model, the pull factor proved to have a significant positive impact on the push factor, and there was a significant positive correlation between satisfaction and loyalty. Similarly, there was a significant negative correlation between pull/push factor and satisfaction, but there was not significant correlation between pull/push factor and loyalty.The results of this study have important implications for future marketing efforts. To understand the motivation of agricultural tourists will no doubt enhance the satisfaction of tourists, thus playing a key role in consolidating the tourists'loyalty. Taking into account the comprehensive nature of the variable selection and data collection limits, the study still needs further improvement.