Research On The Development Of Leisure And Sightseeing Agriculture In Taolingou Of Yangquan City Based On The Perspective Of Tourists

With the comprehensive implementation of the rural revitalization strategy,China’s agriculture is facing unprecedented opportunities for development.Digital technology and industrial chain reconstruction have injected new vitality into the transformation and upgrading of agriculture.Leisure and sightseeing agriculture,which integrates agriculture and tourism,as a new business form,has effectively improved the efficiency of agricultural resource utilization and rural economic benefits,and has become an important form of achieving high-quality development of rural economy.Taolingou Village in Yangquan City has a long period of relying on agriculture to develop leisure tourism.Although its economic benefits have improved compared to traditional agriculture,there are still problems that need to be solved urgently,such as low development level,low economic benefits,and weak market competitiveness.Therefore,this article explores the shortcomings in the development of leisure and sightseeing agriculture in Taolingou from a consumer perspective,and proposes suggestions for improvement and enhancement..The research idea of this article is as follows: In order to ensure the sustainable development of leisure and sightseeing agriculture in Taolingou,it is necessary to focus on the consumer group and study the relationship between tourists’ tourism experience,perceived value evaluation,and willingness to revisit,which is conducive to filling the gap in the development of leisure agriculture from this perspective.By proposing targeted improvement suggestions,improving the tourism experience and service level,stabilizing and expanding the target tourist group,and promoting the high-quality development of leisure agriculture in Taolingou.Firstly,based on extensive literature and research,this article applies theories such as agricultural multifunctionality and perceived value to sort out concepts such as leisure tourism agriculture and agricultural industrialization,laying a knowledge foundation for research.Then,through on-site visits,research,and questionnaire analysis,key data are obtained to understand the current development status and opportunities of leisure agriculture in Taolingou,clarify the personal situation and behavioral characteristics of tourists,and obtain the rating values of tourists’ perceived value,satisfaction,and trust in the form of a scale for in-depth analysis.Secondly,on the basis of questionnaire analysis,SPSS26.0 and AMOS226.0 software were used to test the reliability and validity of the hypothesis model,factor analysis,and other calculations on the data.The impact of perceived value and other factors on tourists’ willingness to revisit was presented in an intuitive data-driven manner.The conclusion was drawn:(1)According to the questionnaire,over 70% of tourists choose to revisit Taolin Gully because they relax,get close to nature,and collaborate with family and friends to enhance relationships.(2)Among the factors influencing tourist willingness,perceived attractiveness has the most prominent impact on revisiting willingness,and the other five factors also have a significant positive impact on revisiting willingness.Finally,from the perspective of tourists,empirical conclusions are drawn on the impact of factors such as their perceived value on their willingness to revisit,and further optimization suggestions are proposed for the development of leisure and sightseeing agriculture in Taolingou to avoid hindering development due to reduced tourist sources.Specifically,it includes:(1)focusing on improving service quality and ensuring attractiveness through consumption patterns,specialty catering,and leisure and entertainment projects;(2)Bringing new experiential value to tourists through the development of creative parks,sketching bases,and new projects for breeding under the forest;(3)Use digital agriculture technology to optimize leisure projects and activities in Taolingou,and promote the development of leisure agriculture;(4)Seeking support policies for the development of leisure and sightseeing agriculture in Taolingou.Through the research in this article,I hope to contribute to the high-quality development of leisure agriculture in Taolingou.