Study On The Leisure Farm Tourism Consumption Behavior

With the development of the leisure agriculture and the change of the travel concept, the leisure agricultural tourism becomes the emerging industry in21st century. The leisure agricultural tourism not only drives the tourism developing, but also makes the farmers benefit. However, because of the leisure agricultural tourism is in the initial stage, the marketing strategies have some problems. In view of this, the paper chooses the leisure agricultural tourism consumption behavior as the study object, bases on the consumer behavior and marketing research, combines with the theory of leisure economy, learns from the research of domestic and foreign leisure agricultural tourism consumption behavior and attempts to obtain the consumer behavior pattern with the leisure agriculture feature. The paper bases on the research of domestic and foreign leisure agricultural tourism consumption behavior, and investigates in the main leisure agriculture zone tourists in Fuzhou city, and achieves the first-hand information. And then, the paper analysis comprehensively on the situation of the leisure agriculture in Fuzhou city, and puts forward with corresponding suggestion on the solution of the leisure agriculture marketing in Fuzhou city。The paper contains5parts. The first, that is, the chapterl and2of the paper, they mainly elaborate the research background, significance, study method and possible innovations. On this basis, the paper reviews on the existing research. At the same time, the paper figures out the theoretical basis for the research, that is, the theory of leisure economy and the theory of consumer behavior. The second part is the chapter3, which is mainly theoretical analysis on the leisure agricultural tourism consumption behavior in the three aspects which includes the consumption factors, process of the determination-behavior, and the feature of the consumption behavior. The third part is the chapter4, which is the key poit pf the paper. The paper takes the leisure agricultural as the survey object, and invides the consumption into5parts, consumption motivation, consumption cognitive, consumption determination, consumption experience and the satisfcation and the revisit desire incleded in turn. And then the paper statistically analyzes on the relevant factors, and gets the conclusion. The paper deems that the consumption motivation of the leisure agricultural tourism is defferent from the common tourism, thar the consumers get mainly the relevant information about the leisure agricultural tourism from the relatives and friends, that the distance from the leisure agricultural tourism zone, the living surroundings,the sexity, the income and the family circle influce the traval frequancy. The fourth part is the chapter5and chapter6. Based on the above analysis, the peper puts forward with some relevant marketing advice, including clearing markrt positioning, paying attention to product development, variety of the price strategies, widening ehe markting channels and increasing promotional efforts. Besides, the paper points out the indequances and the outlook.