| As an upgrade of traditional tourism,leisure agriculture effectively integrates agricultural elements,leisure elements and tourism elements.It is an important form of leisure tourism and has gradually become an important part of the tourism system.With the deepening of the rural revitalization strategy,the vigorous development of rural tourism and the blowout of the demand of leisure tourism market,the leisure agriculture is constructing a new form of tourism market and a new pattern of tourism industry development in a new way.As a "hometown of vegetable" in Shandong province,the development of agricultural industry in Shouguang city has a good industrial foundation and technical advantage.In recent years,Shouguang vigorously develop the leisure agricultural tourism industry,based on the basic advantages of agricultural production,based on the local rural folk culture,to build a set of health,entertainment,farming,learning,sightseeing,experience is equal to one of the leisure agriculture industry model,to achieve the dual goals of rural ecological and economic development.Although the Shouguang with through preliminary build up leisure agriculture industry system,but the lack of overall planning,only stay in sightseeing leisure agriculture,tourism and other aspects the problems to a certain extent,affected the shouguang development of leisure agriculture industry,how to satisfy the tourists’ consumption become diversified demand,boosting Shouguang leisure agricultural development must face and solve the problem.This paper takes the consumption behavior of tourists as the entry point,and uses the method of questionnaire survey and interview to study the consumption behavior of leisure agriculture tourists in Shouguang City from the basic characteristics of tourists,travel characteristics and consumption behavior content of three dimensions.The results show that the proportion of males and females in the leisure agriculture tourists in Shouguang is relatively balanced.73.89% of the tourists are mainly aged between 21 and 60 years old,and77.99% of the tourists are from the local and surrounding areas of Shouguang City.69.77% of the tourists had a college degree or above;74.63% of the tourists have a monthly income of more than 2,501 yuan.The proportion of self-drive tourists is the highest;The information channels of tourists choosing Shouguang leisure agricultural tourism mainly come from the mutual introduction of friends and relatives,and the other channels to obtain information are less.The main motivation for tourists to choose Shouguang as a leisure tourism destination is to take a vacation,enjoy family fun and experience rural life.Shouguang City leisure agricultural tourism,product content is relatively single,the re-visit rate of tourists is low,and the stay time is short,with 1 day,and play and experience the project is mainly agricultural characteristics of the Expo Park tour and picking agricultural products and other experience activities.Through the interview with 10 different groups of tourists,it is found that different groups of tourists have obvious differences in consumption ability,travel purpose,consumption content and play preference.Shouguang city leisure agriculture development also exists a single product form,lack of boutique play route,play interactive experience is insufficient,brand awareness is not high,affecting the high-quality development of Shouguang City leisure agriculture.The results of multiple-order Logistic regression estimation show that the sex of tourists does not have a significant influence on the number of visits of tourists;the age,educational background,monthly income and source of tourists have significant and positive effects on the number of visits of tourists.Seven variables,including infrastructure conditions,convenient transportation,fun of play items,catering features,accommodation conditions,quality of shopping products,and quality of service,have significant and positive effects on the number of visits of tourists.The total consumer price has a significant and negative impact on the number of visits of tourists.It is suggested that the development of leisure agriculture in Shouguang City should further enrich tourism formats and products,appropriately reduce overall consumer prices,improve supporting facilities,and improve service quality. |
