An Empirical Study On The Tourists' Experiential Value And Behavior Intention Of Leisure Agriculture

With the development of urbanization and the increase of people's consumption level,leisure activities have become an important part of people's lives and have developed rapidly in recent years.The close combination of leisure agriculture and experience economy has given birth to a variety of new agricultural experience activities such as agricultural handicraft production,planting and picking,and agricultural science and technology exhibitions,which have subsequently released deep market potential.At the same time,the implementation of the National Rural Rejuvenation Strategy and the Targeted Poverty Alleviation Strategy has given new era tasks to leisure agriculture.Under the double stimulation of the market and policies,leisure agriculture's operating income,employment,and number of tourists have all improved by leaps and bounds.The tourists' experiential value brings new opportunities and challenges to the development of leisure agriculture.The confirmation of concept and experiential value system has both theoretical and practical significance.From the perspective of the experience economy,building a tourists' experiential value system in leisure agriculture can supplement some research on leisure agriculture consumption subjects;exploring the impact of experience factors on experiential value can further determine the realistic factors affecting the development of leisure agriculture;using experiential value as an intermediary variables,understanding the relationship between the experiential dimension,experiential elements,and tourists' behavioral intentions,can further highligh the importance of experiential value;proposing countermeasures to solve the empirical problems of leisure agriculture from both psychological and practical aspects can provide empirical evidence for sustainable industrial development.The stydy is guided by leisure agriculture,experience economy and "cognitive-emotional-behavior" theory,and takes Chengdu leisure agriculture in Sichuan Province as the research object.Based on the research results of relevant scholars at home and abroad and in-depth field research in Chengdu,the related theories of leisure agriculture experience value were discussed,and the development status and existing problems of leisure agriculture in Chengdu were analyzed.Applying the structural equation model,a model of the relationship between leisure agricultural experiential dimensions and tourists' experiential value,experiential elements and tourists' experiential value was constructed,and the intermediary role of experiential value between experience dimensions and tourists' behavioral intention,experiential factors and behavioral intention was further explored.Corresponding scales were developed based on the characteristics of leisure agriculture,and empirical analysis was performed using survey data from Chengdu,Sichuan Province.Finally,in view of the problems and research results in the development of leisure agriculture in Chengdu,from the perspective of actual operation(such as activities,landscapes,etc.)and the psychological perspective of tourists(such as entertainment value,escape value,etc.),it put forward practical policy suggestions to enhance the experience value of leisure agricultural tourists..Corresponding scales were developed based on the characteristics of leisure agriculture,and empirical analysis was performed using survey data from Chengdu,Sichuan Province.The study found that the four dimensions of experiential value can be ranked as esthetic value,escape value,educational value,and entertainment value according to the degree of impact.Both of them have no direct effect on the tourist behavior intention,but can have a significant positive effect on the tourist behavior intention through the full mediating effect of experiential value.In terms of experiential elements,sign and landscape,activities,and union can have a significant positive impact on the experiential value of tourists,but the relationship between people and service and experiential value is not significant.The experiential value can play a full intermediary role between activities,union,and behavioral intention,but it only plays a part of the intermediary in sign and landscape and behavioral intention.According to the empirical results,this article put forward some suggestions to solve the existing experience problems of leisure agriculture: First,pay attention to the cooperation with related parties of leisure agriculture management,government co-ordination,active participation of practitioners,close cooperation of stakeholders,and ultimately achieve multi-win.Secondly,seizing the enthusiasm of parent-child travel and family travel to highlight the educational value;enriching the leisure farm experience content through "Internet +" and "High-Tech +" to enhance the tourist entertainment value and escape value;In the overall planning,carrying out the construction and decoration of the farmhouse according to its own characteristics,maintaining the surrounding natural humanistic landscape,and attaching great importance to the esthetic value.Thirdly,in daily operations,promoting the standardization of experience elements,that is,refine the content covered by each experience element according to the level of leisure agriculture development and competitiveness in the region,and extending a set of specific inspection standards to evaluate whether it meets the requirements;diversification,which means striving to be blessed with new technology,new gameplay,and new ideas to travel products.Heterogeneity,using the perspective of development to measure the direction of progress,starting from its own environmental characteristics and existing conditions,to create tourist products that make tourists shine.