Research On Promotion Strategy Of Leisure Agriculture In Mianyang City Based On Tourist Experience

With the acceleration of the urbanization process,problems such as aggravation of urban air pollution and damage to the ecological environment have become increasingly prominent.The rapid pace of urban life,excessive pressure and other factors have led people in the city to eager to release stress and relax in the countryside with beautiful natural scenery,fresh air and leisurely pace.In this context,leisure agriculture has flourished,but the current development situation is mixed.How to make leisure agriculture maintain long-term heat,meet the needs of tourists experience,and maintain healthy development has become the focus of research.In this paper,nine leisure agricultural scenic spots(farms)were selected as the research objects,such as native pastoral farms,Yuanxiang International Vanilla Garden,Grapevine Valley,Xin'an Agricultural Park,Xiping Haitang Town,Warsaw Ecotourism Resort,Baimushroom Health Park,Longchi Villa and West Leisure Agricultural Tourism Area.Based on the theory of sustainable development,the theory of experience economy and the theory of industrial integration,and through research methods such as literature analysis,questionnaires and interviews,from the perspective of tourist experience,the analysis methods such as ASEB raster analysis and importance-satisfaction quartile method are adopted.Conduct an empirical study on the experience of leisure agricultural tourism in Mianyang City,identify factors that affect the quality and satisfaction of visitors,identify projects with poor tourist experience,projects that need to be improved,and potential projects that can be prioritized.The problems and shortcomings of leisure agriculture in Mianyang City based on the tourist experience are summarized,and the improvement and improvement strategies are proposed in a targeted manner.In order to improve the upgrading of leisure agriculture in Mianyang City,to meet the needs of tourists and the healthy and sustainable development,this paper based on the experience of tourists,mainly proposed the following six promotion strategies: First,the construction of a comfortable leisure agricultural tourism environment.Mainly from the overall planning,scientific layout and strengthening environmental management construction.The second is market segmentation and product differentiation.Divide the children's market,youth market,middle-aged market and old-age market by age structure,design differentiated projects and products for different markets,and build a multi-product system.The third is to enrich the types of leisure agricultural experience activities.This includes diversified experience projects such asbuilding an ecological landscape experience,a science education experience,an outdoor activity experience,a folk festival experience,and a personalized experience experience.The fourth is to focus on publicity and marketing,to create cultural IP,and to increase awareness.The fifth is to improve supporting facilities and improve the satisfaction of visitors.Mainly from the four aspects of the "food,housing,travel,purchase" and other tourist experience.The sixth is to cultivate professional talents and improve the level of management services.