Research On The Effect Of Farmhouse Tourism Experience On Tourist Pleasure And Behavioral Intention

Along with the quick development of domestic recreational agriculture and countryside tourism,urban residents have higher and higher tourism demand for the tourism of rural folk customs,agricultural picking and ecological catering.As an emerging countryside recreational tourism form,farmhouse provides tourists with rural life experience services to meet their needs of returning to nature and pleasant spirit.At the same time,it also provides an opportunity for rural industrial structure adjustment and local economic development.As a product of the combination of traditional agriculture and tourism,farmhouse is featured with experience,viewing and entertainment,therefore,it is a tourism activity with a higher participation rate and revisit rate of domestic tourists.Consequently,the study of farmhouse has been a highlight widely concerned by tourism academic circles.From the previous studies,there are many studies on the development of farmhouse and the satisfaction and revisit intention of tourists,while there are fewer scholars who explore the satisfaction and behavioral intention of tourists from the tourism experience of farmhouse with the pleasure factor of emotion.Therefore,this study takes farmhouse tourists as the research object,through the model construction of experience elements on pleasure,satisfaction and behavior intention,verifies the relationship between tourists’ experience and pleasure,and discusses the impact of tourists’ pleasure on satisfaction and behavior intention.Firstly,by summarizing and combing the relevant literature,this paper defines the connotation and research status of farmhouse tourism experience,pleasure,satisfaction and behavior intention,and analyzes the correlation between tourism experience,pleasure,satisfaction and behavior intention on the basis of previous studies,so as to put forward the research hypothesis between variables and verify it.In this study,371 valid questionnaires were collected with the help of SPSS26.0 and Smart PLS3.0 data analysis software for demographic analysis,reliability and validity test and hypothesis test.Through the test,the following conclusions are drawn: tourism experience has a positive impact on pleasure,satisfaction and behavior intention;Pleasure positively affects satisfaction and behavioral intention;Satisfaction positively affects behavior intention.According to the research conclusions,this paper puts forward the following suggestions: First,improve the pleasure and satisfaction of farmhouse tourists;Second,enrich the product types of farmhouse tourism;Third,promote the healthy and sustainable development of farmhouse tourism.