Leisure Farm Family Tourism Consumer Experience And Its Improvement Path

With the introduction of favorable policies for leisure farm tourism in the 20 th Party Congress report and the 2023 Central Document No.1,leisure farms,as important carriers for rural industries and rural leisure tourism,hold great potential.They satisfy people’s yearning to return to nature and find a peaceful and quiet environment.However,issues such as a lack of variety in tourism forms,severe homogeneity of tourism products,unclear market segmentation,and insufficient tourist experiences persist.Family tourists,as a significant sub-sector of leisure farms,have distinct motivations and preferences compared to other customer groups,but research focusing on this market segment is limited.Focusing on the family tourism market of leisure farms,this paper first collects data from leisure farms around five cities: Beijing,Shanghai,Guangzhou,Hangzhou,and Chengdu.Using grounded theory and NVIVO12.0 software,it codes and analyzes online reviews from Dianping.com,explores the structure of family tourism experiences,and constructs a research hypothesis model of the relationship between family tourism experience,influencing factors,and post-tour behavioral intentions.To validate the proposed structure and hypothesis model of family tourism experience,the author further uses consumers of these five cities’ leisure farms as the main research subjects.Through a questionnaire survey,557 valid questionnaires were obtained,and the structural equation model was used for testing.The following conclusions were drawn:(1)The structure of family tourism experiences at leisure farms includes sensory,educational,emotional,and social dimensions.(2)There are differences in family tourism experiences due to demographic characteristics,family structure,and travel preferences and motivations.(3)The service factors of leisure farm tourism products significantly influence family tourism experiences,and they significantly affect post-tour behavior through the tourism experience.Finally,based on the results of the empirical research,this study proposes strategies for improving family tourists’ experiences from the aspects of tourism product service factors(i.e.,atmosphere,planning and design,experiential activities,services and management,infrastructure)of leisure farms.This provides support and references for leisure farms to innovate products,optimize services,and change management methods,promoting the in-depth integration of agriculture and tourism and rural revitalization.