Influencing Factors Of Tourists’ Re-visit Behavior To Leisure Farms

Agriculture is the basis of modernization and comprehensive well-off society.Every year,the 1st annual document released by government reflects the importance of agriculture.Leisure agriculture,as a new type of agricultural production and management method,It is the potential growth point of new normal rural economy.Leisure farm as a carrier of leisure agriculture management,due to geographical reasons,operating radiation range is relatively limited,so that its market environment facing challenges,how to stabilize the source market,tap the potential tourists,improve the number of leisure farm visitors to become the current leisure Farm business problems.Lin Da Farm,a representative of suburb leisure farm in Fujian province,is located in Datian county,Sanming city,Fujian province.It has been run for 3 years,relying on the local natural resources.The reason why Lin Da is chosen as the object of study is that Lin Da present typical and prominent features which can promote the process of researching tourists re-tour behavior.This paper systematically compares different types of models,like Um,Chon and Ro(2006)and the influencing factors of tourists’ recurrent behavior to construct the target model of this paper.This paper has adopted the methods of questionnaires and field research for data collection.Based on the reliability and validity analysis,and empirical analysis results,the paper puts forward countermeasures and suggestions for Lin Da Farm in the light of the present situation.The main conclusions of the paper are as follows:(1)In the sense of perceived attraction,perceived service quality,perceived cost value,and customer satisfaction,the perceived cost value has the greatest effect on recurrent behavior,and the second is attraction,the third is the perception of service quality,and the last is tourists satisfaction.So we can see that the cost of leisure farms is the main reason for tourists to make choice.(2)The tourists of leisure farm are strongly restricted by geography,the total market resource of the tourists is relatively limited.The tourists are closely linked,and 80%of they learn the information of the leisure farm from their friends and family.According to the actual situation of Lin Da Farm,from the perspective of management and operation of Lin Da Farm,this paper puts forward some suggestions:optimize marketing strategies and increase publicity efforts;When we manage and operate leisure farm,we should build good image and create a unique surroundings;create special project activities and implement differentiation strategy;into the local tourism planning and take advantage of tourism destination agglomeration effect.