Research On Leisure Agricultural Operators And Consumers

With the rapid economic development and the improvement of people's living standards,material consumption can't meet the growing consumer demand any more.Approaching to the natural and returning to the pastoral have become the voices of this era.Leisure agriculture as a new form of operation,not only is a transformation of agriculture path,but also can change the single industry function of the agricultural industry as a production of raw materials supply.This transformation can not only effectively solve the three rural issues,promoting agricultural industry restructuring,but also conform to the requirements of the development of the times,which satisfy spiritual life of human being.In recent years,Linzhou leisure agriculture has made rapid developments,which encourage both leisure agriculture and traditional tourism industry.However,the rapid development leads to some potential problems,such as copying other area's construction,less own features,and single function and so on.For those problems,to get detailed and accurate data,I did field trips and studied from two perspectives: people who run small business and customers.My investigation for people who run small business mainly engaged farmhouse and leisure agriculture.The investigation spot primarily includes Ren village,Yao village and suburban rural areas.The questionnaire is about the shop owner's background and current situations.For customers,I chose 8 leisure agriculture places to search the customer structure and the behavior of customers.To ensure the effectiveness of questionnaire and data,it was divided into 2 time spans.My research shows that the owners are lack of qualifications and can't see the change of leisure agriculture market in Linzhou,therefore their operations are subjective.From the analysis of customers,I can get that customers remain neutral,and they prefer folk culture and the engagement of those culture.Thus,the leisure agriculture in Linzhou should be better meet needs of consumers.First of all,this paper makes a detailed study of the research literature and research direction of leisure agriculture at home and abroad,and summarizes the current situation and existing problems of leisure agriculture at home and abroad;Secondly,further to Linzhou leisure agriculture development status,development types are summarized,and analyzed the advantages of agricultural development of Linzhou leisure city from natural resources,economic development,historical conditions,from three aspects,the development degree is low,the industry factor is not perfect,the lack of professional industry personnel were limiting factors analysis;Then,questionnaire and field interviews of Linzhou leisure agriculture operators and consumers,analyzing the management characteristics,respectively,from the following aspects,namely,age,education,technical conditions of operators and the family business,according to the present situation of leisure agriculture,analyzes the business background and balance business leisure agriculture.Consumer behavior is analyzed from five aspects: basic consumer characteristics,behavioral motivation,cognitive behavior,decision-making behavior and customer satisfaction;According to the existing problems,put forward countermeasures and suggestions.In the process of development: scientific research planning and develop,to "agriculture" as the cornerstone,show the rural characteristics,mining agriculture culture,enhance the quality of content,strengthen the core brand building,increase the marketing propaganda,enhance the quality of the team,improve service quality,make Linzhou leisure agriculture to achieve sustainable healthy and rapid development.