The Empirical Research Of Leisure Agriculture Based On Theory Of Tourist Satisfaction

Recreational Agriculture,a new kind of agricultural production and operation forms,is using agricultural landscape resources and agricultural production conditions in developing agricultural production conditions,sightseeing,leisure and travel.Recreational Agriculture Garden,one of the main form of the Recreational Agriculture development,has entered into the exploration stage to rapid development stage in China.Healthy development of the Recreational Agriculture Garden becomes an important research topic to promote healthy development of Recreational Agriculture in China.Taking the Carnival Leisure Agriculture Garden in Wuyi Mountain as a case study,based on the customer satisfaction degree theory, by integrating use the method of literature,questionnaire and on-the-spot interview and mathematical statistics,from the Angle of tourists satisfaction,The paper probe into the Carnival Leisure Agriculture Garden development and management problems.and puts forward some healthy development countermeasures.The main results are as following:Firstly,based on the domestic and foreign relevant literatures.This paper defining concepts such as Recreational Agriculture Garden tourist satisfaction and so on.Secondly,based on the principle of objectivity, overall principle, representative principle and feasibility principle,the author establishes the Recreational Agriculture Garden tourist satisfaction evaluation index system. Thirdly, taking Carnival Leisure Agriculture Garden as an empirical research.This paper explores the customer satisfaction and mathematical statistical method to obtain the investigation data analysis.The data of field investigation is used for statistical analysis:by using descriptive analysis method to study the demographic characteristics,tourists travel behavior characteristics and tourists satisfaction subsequent behavior effect;by using of the reliability analysis,factor analysis,matching sample T inspection analysis tourist satisfaction evaluation index scale;then by using Diagram of Importance--satisfaction Analysis to figure out the tourists satisfaction assessment scales,such as the importance factors,advantage factors, promotion factors,lower priority improvement factors and no need to focus on factors.Finally, according to the results of the Diagram of Importance--satisfaction analysis,the author puts forward the corresponding strategies based on customer satisfaction improvement.