Tourist Consumption Level Of Holiday Farm And The Analysis Of Influencing Factors

With the development of urbanization, life has become routine for city residents. Their living environment is full of artificial landscapes that are pretty much the same and their pace of life is becoming more and more madder. Therefore, in order to adjust their way of life, the tourism demand of urbanite is higher and higher. When the development of urbanization has reached to a certain stage, and urban residents’ disposable income and leisure time has increased to a certain degree, Sight-seeing agriculture came into being inevitably, regarded as a creative form of tourism combining agriculture with tourism. As the important carrier of sight-seeing agriculture construction and development, Holiday Farm is developing rapidly in recent years and has become a new growth point of tourism development in our country. In this paper, based on the research status at home and abroad, the tourist consumption level of our country’s Holiday Farm is comprehensive analyzed, and important factors influencing the tourist consumption level are studied, thus giving guidance for the planning, construction and management of Holiday Farm.This paper is divided into two parts:theoretical research and empirical research.For the theoretical part, first of all, through literature review, the basic theory such as concept, characteristics of Sight-seeing Agriculture, Holiday Farm and tourism consumption is discussed; foreign research contents and research methods are analyzed. Through summarizing the domestic research status as well as drawing lessons from the related theory, the main factors affecting the level of tourists consumption of Holiday Farm are concluded, including five aspects of factors related to individual characteristic, family, personal consumption of tourism, Holiday Farm and tourist travel experiences in the park, then combining tourism decision-making process, putting forward the theory model of tourist consumption level;For the empirical part, under the guide of the above theoretical study, based on the analysis of present situation, factors influencing the tourist consumption level of Holiday Farm are studied. By making questionnaire surveys in six Holiday Farms (Modern Agriculture Park of Fujiabian, shitang zhuhai, Yijianmei Farm, Qiansheng Farm, the Shiaotaoyuan rural scenic spot of Niushou mountain, Shanao village of Fujiabian) and analyzing the results, the tourist consumption level of Holiday Farm are obtained. Moreover, by applying the methods of correlation analysis and regression analysis, this paper analyze factors affecting the level of tourists’ consumption, eventually building multiple linear regression model of factors influencing the tourist consumption level of Holiday Farm.Through the research, the following conclusions arrived in this paper:(1) The market acceptance of travelling in Holiday Farm, which has become regular leisure activity for urban residents, is high, and middle-income residents from local place is the main customer base; (2) Tourists give priority to one-day or half-day tour in Holiday Farm, and consumption level is focused on the 50～200 yuan/m; (3) The main consumption is basic tourism consumption, of which food consumption takes up as high as 43.3%; (4) Tourists where they belong, per capita income of family, means of transportation, residence time, sex, types of agriculture park project and project enjoyment are important factors influencing tourist consumption level successively.In the end of this paper, suggestions about the planning, construction and management of Holiday Farm are made as follows:to advocate active concept of leisure so as to promote the development of Sightseeing Agriculture; Adhere to the construction of "localization", pay attention to cost control; Integrate creative elements, form features of the park; Enrich content of the project so as to extend tourists’ stay time.