Study On Influencing Factors Of Consumption Behavior Of Leisure Farm Visitors

The development of China’s tourism is becoming increasingly prosperous.As the embodiment of the integration and development of traditional agriculture and tourism industry,agricultural tourism not only points out the direction for the transformation and upgrading of traditional agriculture,but also makes it possible for local agriculture to further economic and the substantial income of farmers’ assets.So this model has been applied drastically in many villages,but it is almost the same in both the development scale and the experience design of most farms.To better promote the further development of the farm and promote the prosperity of the farm economy,how to attract and stimulate consumers to consume on the farm is the key to solving the bottleneck of farm development and promoting the further development of agricultural tourism.Therefore,it is essential to study the factors affecting consumers’ consumption behavior in leisure farms and put forward the rationalization proposal to break the bottleneck period of farm development,which has important reference value for the development of leisure farms and agricultural tourism.By using the methods of questionnaires and statistical analysis,this paper investigates the development mode and current situation of Pengxianyuan Leisure Farms.And its found that significant factors affecting tourists’ consumption tendency are the tourists’ interest in farm,the diversity of farm experience activities and the convenience of farm transportation.On this basis,particular suggestions are proposed including consumer interest in farm,diversity of farm experience activities,farm transportation convenience,low overall level of farm consumption willingness,combined with local and surrounding industrial resources so as to improving its current situation and promoting the sustainable development of leisure farms.This paper consists of five chapters: Chapter one is introduction,it briefly elaborates researching background and meanings,research approach and content,research methods,and points the date sources as well as innovation.Chapter two is literature review,through sorting out the domestic and foreign studies on the conceptual definition of leisure agriculture,leisure farm and the influence factors of consumption behavior,it illustrates the viewpoints and limitations of the study,then provides appropriate reference for subsequent research.Chapter three is introduction of the Pengxianyuan Ecological Farm and its major tourism products.Chapter four is questionnaire design and consumption influence factors analysis,it reviews and analyzes data obtained from the questionnaire,and draws and summaries the study conclusion.Chapter five is recommendations,it puts forward some reasonable suggestions and looks into the future on the basis of research conclusions.The results show that:(1)Tourists who are interested in farm tourism are more willing to spend than those who are not interested in farm tourism.(2)It has a positive correlation between the diversity of farm experience activities and the consumption tendency of tourists in the farm.(3)The more convenient the farm traffic conditions of the farm are,the higher the consumption tendency of tourists will be in the farm.