Study On The Factors Affecting The Willingness Of Leisure Farm Tourists

China's agriculture has undergone a period of reform from traditional management to modern management.With the continuous advancement of agricultural modernization,agriculture and rural economic development have entered a new stage.As a new type of agricultural management,leisure agriculture will play a vital role in stimulating rural economic growth and industrial restructuring and optimization under the new economic normal.As a carrier of leisure agriculture,leisure farms,under the background of “rural rejuvenation”,how to survive in the increasingly competitive market environment and achieve long-term sustainable development,the narrowness of the customer source has become a constraint on the development of leisure farms.One of the resistances is that the revisiting rate of tourists on the leisure farm is extra important.Therefore,it is necessary to strengthen the research on the factors affecting the willingness of tourists to revisit,take reasonable and effective measures,enhance the tourist willingness to travel,promote the tourist behavior,and help stabilize the leisure farm.The source of tourists will promote the sustainable and healthy development of rural tourism.Zhenhai District MingXingwan Ecological Farm is located in Zhuangshi Street,Zhenhai District.It has been in operation for more than ten years and is the representative of leisure farms in Zhenhai District.Therefore,the research on the influencing factors of tourists' revisiting will be carried out with the star bay ecological farm as the research object,which has certain pertinence and Representative.This paper takes the MingXingwan Ecological Farm as the research object to conduct on-thespot questionnaire survey,review and comb the relevant theories,draw on the previous research results and construct the theoretical model of the influencing factors of leisure farm visitors' revisiting willingness,and put forward relevant hypotheses.The questionnaire was used to obtain relevant data,and the sample data was analyzed by reliability and validity and empirical analysis.The above models and hypotheses were verified to clarify the influencing factors and influence effects of leisure farm visitors' willingness to revisit.Finally,the following conclusions are drawn:(1)Among the influencing factors of tourists' willingness,the perceived appeal has the greatest impact on tourists' revisiting,and the satisfaction of tourists and the trust of tourists have an impact on the willingness to revisit.(2)Due to the limitations of farm positioning,the farm has a narrow source of tourists.Nearly 77% of the respondents are recommended to visit the farm through the word-of-mouth recommendation of relatives and friends,and the heavy tour has a higher impact.High degree.Finally,according to the results of empirical research,the countermeasures for the operators of the MingXingwan Farm are put forward to enhance the willingness of tourists to revisit.Including: 1,attach importance to the image of the farm,enhance the perceived appeal;2,improve the quality of personnel,improve the quality of perceived services;3,develop characteristic projects,enhance the competitiveness of the farm;4,into the regional planning,complementary to pull tourists.