| As one new field of Chinese agritainment tourism, agritainment has become oneof the most popular programs after20years' fast development. To cater for theincreasing market demand, most local governments focus on scale economy byincreasing the scale of agritainment tourism and entertainment programs, which leadsto a result that the country's most original simplicity has been neglected andcommunity contradictions have become more and more fierce. The tourists feel theycan no longer taste the true farm experience, so many fast developing agritainmenttourism programs have gradually slowed down.The tourism experience theory believes: the core of tourism lies in experience,and the purpose of tourism is to gain pleasant experience. For the agritainmenttourists, they participate in the agritainment tourism in order to gain heterogeneityexperience. The key and precondition of the healthy and sustainable development ofagritainment tourism is whether it is able to give the tourists pleasant experiences. Tobe specific, these experiences include sense experience, emotional experience,knowledge experience and action experience, which is the “(motivation)experience-satisfied-loyalty” model based on in this paper.The scales were used to collect data, and the model was constructed and testedwith SPSS16.0, Lisrel8.7and Amos17.0. The empirical study shows: the senseexperience, emotional experience, knowledge experience and action experience allpositively influence the loyalty level significantly; emotional experience makes asignificant positive impact on the loyalty level; the sense experience, knowledgeexperience and action experience don't influence the tourists' loyalty significantly,tourists' satisfaction act as the media between tourist experience and tourists' loyalty;the satisfaction level makes a significant positive impact on tourists' loyalty.Management suggestions were made according to the research findings and theproblems in the development of agritainment tourism. |
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