Research On Consumer Demand And Configuration Of Technology Of Leisure Agricultural Service Facilities In Hainan

Leisure Agriculture,as a strategic emerging and booming industry,has a significant impact on enhancing the added value of the agricultural industry,and improving the rural environment and the quality of life,as well as promoting the employment and income,of farmers.However,current research has mainly focused on the problems of exploration during the process of development of leisure agriculture,which lags behind the development of practice and lacks forward-looking vision and guidance.Hainan is an important leisure agricultural industry base in China,the reality of which shows that the disharmony between the configuration of leisure agricultural service facilities and the development of leisure agriculture,to a certain extent,hinders the latter.In order to improve the configuration of leisure agricultural service facilities,based on the theories of Maslow's hierarchy of needs,Pareto's optimality,collaborative allocation and sustainable development,this paper analyzes the configuration of leisure agricultural service facilities and mainly focuses on resolving three problems of the facilities in Hainan:(1)the current situation and consumption demand,(2)influential factors of the evaluation of tourists' satisfaction with the configuration,and(3)the optimal configuration technology.This paper is divided into six parts:Part One is the introduction,which describes the background of this study,states the problems to be studied,elaborates the significance,research objectives,research methods and technical routes of the study,and proposes the possible innovations.Part Two provides the theoretical foundation and literature review,which untangles the related theories and literature regarding the allocation of leisure agricultural service facilities,and offers an analysis with comments,thereby establishing the starting point of this research.Part Three analyzes the current situation and consumption demand of the leisure agricultural service facilities in Hainan,describes the problems of Hainan' s allocation of the facilities,and analyzes consumer demand by the use of consumer questionnaires,thereby providing support for the follow-up study.Part Four covers evaluating and the factors of tourist satisfaction regarding the configuration of the facilities,and by using Maslow's theory of the hierarchy of needs,further analyzes the evaluation of consumer satisfaction and needs regarding the current configuration.Part Four is also an empirical study,based on the Binary Logistic Regression Model,of tourist satisfaction with the configuration of the facilities to discover the key factors that affect the overall satisfaction.Part Five discusses the technology of configuration of the facilities on the basis of former parts.Then,an optimal configuration plan is proposed,including the category system,facilities configuration method technology and strategy.Part Six presents the conclusion and discussion,which summarize the research discussed in each chapter and propose future research orientation.The main conclusions are as follows:(1)The facility class configuration of the leisure agricultural service facilities in Hainan is not complete.Part of the facilities'radius cannot meet consumer demand,the convenience of using the facilities needs to be improved,the facilities' configuration ignores the characteristic culture and ecological protection of local farms,etc.;(2)Consumer demand for the configuration is as follows:Dining facilities,preference to farm restaurant and food stalls,as well as high requirement of facility service's radius;Accommodation facilities,various types of demand,distinctive short-distance demand;Internal transport facilities,preference for slow traffic,high requirements for convenient facilities;Tour facilities,obvious demand for environmental facilities and high demand for service radius;Shopping facilities,extremely high demand for convenience stores and high demand frequency;Aid facilities,large demand for safety and rescue facilities,and5-10 minutes for the service radius;Entertainment facilities,leisure-oriented and more attention to be paid to rural cultural facilities;Grade requirements,attaining a clean and tidy circumstance,and medium demand of configuration level;and(3)The overall evaluation of the satisfaction of the tourists regarding the facilities is neutral.The tourists' willingness to participate,the catering,the accommodation,the sightseeing and the entertainment facilities significantly and positively affect the overall satisfaction with the configuration,the effects of which have significances of 0.335,1.2460,0.991,0.965,and 0.848,respectively.Based on the above conclusions,a proposal is put forward for the conversion of the configuration train of thought and the carrying out of supply-side reforms of leisure agricultural service facilities based on "needs",completion of facilities type with "agriculture" as the main idea to configure special facilities,optimization of the configuration of the layout with "short" as the main idea to design the service radius,improvement of the quality of the facilities,and expansion of the construction of the"intermediate" facilities.