Research On Purchasing Decision-making Behavior Of Leisure Agricultural Tourists Based On Web Text Analysis

With the acceleration of urbanization and the increasing pressure of living and working,more and more urban residents want a way of leisure and entertainment to release pressure.Leisure agriculture tourism is a kind of “slow tour” leisure and entertainment method,which can meet the requirements of tourists to release pressure and return to nature.It can also meet the requirements of tourists' economic income level and leisure time,and become an inevitable choice for many urban residents.In recent years,China's leisure agricultural tourism has developed rapidly and its results have been gratifying.However,there are still some unsatisfactory places.The development of leisure agricultural tourism has changed from incremental to stock.The operating enterprises lack attention to the purchase behavior of tourists,and some of them have low value.Farms and “homogeneous farms” have been unable to meet the increasingly rich tourist needs of tourists.Therefore,it is particularly necessary to study the tourism purchase decision-making behavior of leisure agricultural tourists.This study takes leisure agricultural tourists as the research object,based on the network travel notes and evaluation stickers,using the network text analysis method,the leisure agriculture tourists travel to the end of the tourism activities,tourism sprouting period,tourism tendency period,The tourism purchase decision-making behaviors in the fivestages of tourism selection period,tourism consumption period and post-tour evaluation are analyzed,and the following conclusions are finally obtained:(1)In the burgeoning period of tourism,the motives of real tourists in leisure agriculture can be divided into “evasion”,“experience” and “seeking”.Potential tourists have a positive attitude towards leisure agricultural tourism.The focus of tourists is on the park.Construction of scenery and supporting facilities.(2)During the tourist preference period,most tourists choose short-term weekends or holidays,and the group mainly includes children,friends,parents and groups.(3)During the tourism selection period,leisure agricultural tourists usually choose the surrounding self-driving tour,and the destination selection decision of tourists is influenced by the picking experience factors,folk tourism factors and regional factors of the leisure agricultural park.(4)During the tourism consumption period,the decision-making of leisure agriculture tourists on accommodation,food and tourism projects is influenced by the tourist's travel motivation,and they are willing to try more primitive life and play styles.(5)In the post-tourism evaluation stage,leisure agricultural tourists as a whole are positively aware of the state.