A Study On The Satisfaction Of Leisure Agriculture Tourists In Taizhou City And Its Influencing Factors

Rural revitalization is a major strategic decision and deployment for China’s development.Leisure agricultural tourism has become an important measure for rural revitalization and development.The satisfaction of leisure agriculture tourists affects the number and consumption level of tourists,which in turn determines the revenue and development of leisure agriculture operations.In recent years,Taizhou City,Jiangsu Province,has made many explorations in leisure agriculture,with good experiences to summarize and some problems worth summarizing and improving.It is an important case study on the satisfaction of leisure agriculture tourists and its influencing factors.Therefore,conducting a survey on the satisfaction of leisure agricultural tourists in Taizhou City,summarizing their successful experiences,reflecting on existing problems,analyzing influencing factors,and proposing improvement suggestions,has certain theoretical and practical significance for further developing leisure agricultural tourism in Taizhou City,Jiangsu Province,or the whole country.This article mainly adopts the hierarchy of needs theory and customer satisfaction theory,with the satisfaction of leisure agriculture tourists in Taizhou City as the research object.Through 376 effective questionnaire surveys,the current situation of leisure agriculture tourist satisfaction in Taizhou City and the influencing factors of tourist satisfaction are analyzed.Finally,based on the research results at home and abroad,strategies for improving the satisfaction of leisure agriculture tourists in Taizhou City are proposed.Research shows that the current satisfaction status of leisure agriculture tourists in Taizhou City is that tourists’ evaluations of leisure agriculture scenic spots are between "very satisfied" and "satisfied".The current situation of leisure agriculture scenic spots is good,and tourists are generally satisfied with leisure agriculture tourism.Among them,tourists have relatively high satisfaction with the scenic area environment and tourism shopping,while tourists have relatively low satisfaction with the scenic area reputation,tourism activities,and price perception.The factors influencing the satisfaction of leisure agriculture tourists are:the reputation of scenic spots is the most important factor affecting the satisfaction of leisure agriculture tourists in Taizhou City.The second is tourism activities,the third is tourism services,the fourth is infrastructure,the fifth is price perception,and the sixth to eighth are scenic area accommodation,shopping,and environment.The strategies for improving the satisfaction of leisure agriculture tourists in Taizhou City include:optimizing the government management innovation of leisure agriculture tourism in Taizhou City by adhering to the overall guidance of planning,issuing guidance on the development of leisure agriculture,and promoting the integrated development of leisure agriculture;Improve the reputation of Taizhou leisure agricultural scenic spots by improving the reputation and popularity of the scenic spots;By accurately studying and judging the value and feasibility of developing leisure agriculture,developing suitable leisure agricultural projects,and planning diversified,distinctive,educational,and interesting tourism activities,we can plan tourism activities in Taizhou’s leisure agricultural scenic areas well;Improve the quality of tourism services in Taizhou’s leisure agricultural scenic spots by improving the service attitude and professional quality of service personnel in the scenic spots,improving the accommodation and accommodation in the scenic spots,and providing convenient shopping in the scenic spots;Improve the infrastructure and environment of Taizhou leisure agricultural scenic spots by improving the infrastructure and creating a good scenic environment;Establish reasonable tourism prices for leisure agricultural scenic spots in Taizhou City and introduce relevant preferential measures to optimize tourists’ price perception.