A Study On Purchase Behavior Of Rural Tourists In Sandaoyan Town, Pidu District

As a rural sunrise industry,rural tourism attracts a large number of tourists based on its unique tourism resources.In 2018,China's rural tourism reception exceeded 3 billion,and its operating income exceeded 800 billion yuan.Rural tourism has gradually become an industrial model for effectively realizing rural revitalization.Agricultural products are the most basic and important products of agricultural and rural areas.With the continuous development of rural tourism,the agricultural products of tourist destinations have changed from low-cost survival products to high value-added tourism commodities.At the same time,agricultural products,as an attractive factor for rural tourism,show a clear effect of tourists gathering.The development of agricultural products in scenic spots can meet the needs of rural tourists and is more conducive to the increase of farmers' income.In this study,tourists from Sandaoyan Town(hereinafter referred to as Sandaoyan Town)in Pidu District of Chengdu City were selected as survey objects to analyze the purchase behavior of agricultural products by rural tourists,and to provide targeted suggestions for agricultural product development and sales in rural tourism destinations.According to the research objectives,this paper uses literature research method,questionnaire survey method and quantitative analysis method to carry out research.Firstly,it has combed the existing research,analyzed the characteristics of agricultural products in rural tourism,combined with the theory of perceived value and the theory of planned behavior to establish a model of “Rural tourists purchasing agricultural products” and proposed hypotheses,which divided perceived value into perceived profit and perceived profit and loss.Dimensions divide the planning behavior into three dimensions: attitude,subjective norm and perceptual behavior control.Secondly,we have compiled questionnaires for research and expert opinions at home and abroad,distributed 340 questionnaires to Sandaoyan town visitors,and obtained 322 valid questionnaires.Thirdly,the first-hand data is sorted out,and the model is empirically tested by means of reliability test,validity test,one-way analysis of variance,and structural equation analysis.Finally,through empirical tests,it is concluded that:(1)The attitudes and subjective norms of rural tourists can enhance the purchasing intention of agricultural products,periodic propaganda can stimulate the herd mentality of tourists,and enhance the overall evaluation of local agricultural products by tourists;(2)Perceptual behavior control of rural tourists to purchase of agricultural products Promote the role,the sales of agricultural products are directly affected by the quality of consumer groups;(3)the employees of the group-based tourism and middle-and high-income groups are more inclined to purchase agricultural products,the local agricultural products are not rationally priced and fail to meet the needs of different groups;(4)High-quality agricultural products can enhance the perceived value of rural tourists.Farmers can enhance the agricultural products by improving the cultural,safety,health and portability of agricultural products;(5)The pervasiveness of rural tourists can promote agricultural products.In the purchase behavior,tourists will mainly consider the time and energy cost of purchasing agricultural products;(6)The perceived profit of rural tourists can enhance the purchase intention of agricultural products,and tourists hope that agricultural products have higher functional value,emotional value and experience value.Based on the research conclusions,the following policy recommendations are proposed:(1)The local government should increase the propaganda of agricultural products to attract matching consumer groups;(2)The local government should guide farmers to set reasonable agricultural product price gradients to meet the needs of different groups of shopping.(3)The local government should guide farmers to expand the sales channels of agricultural products and reduce the post-purchase cost of agricultural products;(4)The local government should guide farmers to optimize production processes and increase the added value of agricultural products.