Researching On Agricultural Tourism Consumers’ Behaviors In Urumqi

In recent years, with the fast development of Chinese national economy, the living standard of the Chinese and the urbanization were promoted, and the extent of yearning of the city residents to rural natural scenery life has been deepening continuously, so that the agricultural tourism has emerged as the times require. In the early twenty-first century, agricultural tourism has mushroomed moved across the country rapidly. As tourism activities with the agricultural resources as the backing,"pastoral scenery, agricultural production activities, folk customs" and other tourist attractions to attract the suirounding city residents to play as the goal, which integrate the popular science education, tourism, experience and multi-function as a whole body, agricultural tourism is deeply liked by the general tourism enthusiasts. Agricultural tourism, as the Urumqi tourism and agriculture development priorities, is an important part of the national economy of Urumqi city.In this paper, on the basis of the domestic and foreign research on the relevant consumer behavior, by using of consumer plan behavior theory, consumers’purchasing motivation theory and other theories, and borrowing ideas from the tourism consumers model and research index, combining with the specific conditions of the agricultural tourism consumers of the Urumqi city, we design a questionnaire and take an investigation. Based on the questionnaire data analyses, population statistic characteristics of the tourism consumers, basic characteristics of the agricultural tourism awareness, basic characteristic of the tourist motives and basic characteristics of the tourist destination factor are concluded. Then, influence factors of agricultural tourism recognition, agricultural tourism consumers and agricultural tourism consumers revisit intention are analyzed by using Logistic regression, factor analysis and multiple regression model respectively.Our research found that:(1) The awareness degree of travel consumers to Urumqi agricultural tourism is not high; The main factors which impact on the awareness degree to agricultural tourism include the education degree of tourism consumers, the online frequency at ordinary times, the number of participating in agricultural tourism, the attitude to agricultural tourism activities and so on.(2) With the statistical software SPSS17.0, the factor analysis to factors in21tourist destinations is taken, and we extract the five common factors:"country characteristic","folk characteristic","tourism services","infrastructure","price and trips".(3) through the multiple regression analysis to the revisit intention of tourism consumers, the population statistic characteristics of consumer, travel times, distance, satisfaction evaluation of tourism consumers to scenic, It is found that customers revisit intention is negatively related to the age, education degree, population of family, travel times, distance and other factors. And it is positively related to the satisfaction evaluation to the scenic.Counting on the situation of agricultural tourism consumers in Urumqi, the author put forward the corresponding countermeasures from the five aspects:tourism promotion, infrastructure construction, tourism operators training, enriching agricultural tourism product and highlighting culture connotation of Xinxiang agricultural tourism product.