A Study On The Factors Influencing The Satisfaction Of Leisure Agriculture Tourists In Conghua District,Guangzhou

Leisure agriculture,as a new form of agricultural tourism,attracts many urban tourists with its uniqueness,rustic nature and participation and experience,and plays an important role in adjusting and optimizing the agricultural industrial structure,improving the rural environment and promoting the employment and income of farmers.It has become an effective means to solve the "three rural problems" and achieve rural revitalization.As the largest administrative district in Guangzhou,Conghua District is rich in leisure agriculture tourism resources.The district has made some progress in developing leisure agriculture with its rich resources,but there are problems such as unsound infrastructure facilities,low level of service management and homogenization of projects,which lead to low satisfaction of tourists.How to improve the satisfaction of tourists and let the leisure agriculture in Conghua District embark on the road of orderly management,scientific planning and sustainable development is a key issue to be considered.This paper uses literature analysis,expert interviews and survey statistics to clarify the research on leisure agriculture and tourists’ satisfaction at home and abroad,summarize the previous research results and shortcomings,and propose the influencing factors of leisure agriculture tourists’ satisfaction in Conghua District as the research object of this paper.Firstly,based on the theory of tourist satisfaction,the theory of consumer behavior,the theory of experience economy and Wang Man’s TACSI model,and combined with the characteristics of leisure agriculture,we construct the index system for measuring the influencing factors of tourist satisfaction in leisure agriculture and put forward the research hypothesis and theoretical model.Secondly,the questionnaire was designed accordingly,and a total of 574 valid sample data were collected through a field questionnaire survey of local leisure agriculture tourism tourists.Again,the data were analyzed using descriptive analysis and analysis of variance(ANOVA)using SPSS software to explore the basic personal characteristics of tourists and their differences in satisfaction evaluation.Finally,structural equation modeling test was conducted by AMOS software to confirm the influencing factors and influence mechanism of tourists’ satisfaction and to identify the problems in the development of leisure agriculture in Conghua District.The main conclusions drawn from the study are:(1)there are problems of inadequate brand promotion,imperfect infrastructure facilities,poor environmental health,single activities and low service level in the leisure agriculture of Conghua District;(2)there are seven key influencing factors of tourists’ satisfaction,which are,in order of influence,reputation of the park,tourism facilities and management,personnel services,perceived value,tourism entertainment activities,tourism landscape and environment,and tourism transportation.Based on the results of the empirical study on the development status of leisure agriculture and tourists’ satisfaction in Conghua District,the following recommendations are made: promote the brand of leisure agriculture by relying on the status of Guangzhou metropolis;integrated development planning and strengthening of infrastructure and environment;integrate the leisure agriculture resources and enrich the tourism projects and products;regulate the tourism market and improve the price mechanism system of the park;focus on the service improvement and strengthen the staff training and management.