Study On The Consumption Behavior Of Leisure Agriculture Target Customers In ChangSha

With the continuous improvement of China’s social and economic development level,the urbanization process is accelerating and the population is increasing rapidly.In order to alleviate the pressure on the living of urban residents,people are eager to enjoy the leisure and tranquility of the countryside and experience the leisure life in the countryside.Vigorously developing leisure agriculture is conducive to promoting structural reforms in agriculture and tourism supply,and promoting the integrated development of rural agriculture,industry and service industries.It is an important channel for promoting farmers’ employment and increasing income and accurately removing poverty.It is also an important carrier for promoting global tourism and promoting the development of urban and rural integration.In recent years,the state has vigorously advocated the rural revitalization strategy,and the development of leisure agriculture is an important starting point for implementing the rural revitalization strategy.This shows that leisure agriculture has great market potential and very broad development prospects.However,the target customer consumption behavior will be the baton guiding the development direction of leisure agriculture.Only by grasping and understanding the preferences of target customers’ consumption behaviors can leisure agricultural operators be able to carry out supply-side reforms and promote the development of leisure agriculture in Changsha.The study took the field research method and visited the Changsha Leisure Agriculture Association and different types of leisure agriculture projects.It is found that the leisure in changsha area presents a diversified development trend.The main types of tourism include rural tourism mode,leisure tourism mode,village tourism mode and popular science education tourism mode.The leisure agriculture consumption of residents in changsha has general characteristics: the consumer ability is strong,and the consumption is concentrated.From the perspective of the evolution of consumer behavior of target customers,there is a trend from organizational consumers to individual consumers,from young and middle-aged consumers to diversified consumers,and from social consumption to experiential consumption.Then,according to the relevant behavioral theory,this paper conducts a quantitative study on the characteristics,behavioral preferences and satisfaction of target customers through questionnaire survey.The study found that the target customers of leisure agriculture in changsha are mainly young and middle-aged people,with high income and relatively stable career.The motivation of target customers to participate in leisure agriculture has a large correlation with age and there is a big difference.The travel of target customers is mainly driven by themselves,and most of their travel time is short.Most target customers take part in leisure agriculture activities together;The daily consumption level of target customers is mostly within the range of 50-200 yuan.Target customers mainly obtain information about leisure agriculture projects through word-of-mouth communication and new media.The target customers are satisfied with the leisure agriculture in changsha as a whole,but less satisfied with the service quality of leisure agriculture,especially the quality of employees and the timeliness of service.According to the research results of target customer behavior characteristics,study of changsha region innovation from the developing experience of leisure agriculture project meet the diversified demand of consumers and follow the consumer habits of receiving information from the whole media promotion,differentiation based on the characteristics,focus on consumers demand,according to consumer awareness to improve the service quality aspects.