摘要
【目的】亲子农庄是近年发展迅速的新式旅游,探明亲子农庄消费意愿的影响因素,为更好地发挥其在农村发展中的辐射带动作用提供参考。【方法】从需求侧入手,利用山东省4个地区的994份有效调查数据,从6个维度设置18个变量构建二元Logistic回归模型,研究人口统计特征、消费能力、消费认知、设施及资源、管理与服务和体验与功效对亲子农庄消费意愿的影响机制。【结果】消费者基本因素方面,文化程度、收入、对亲子农庄的了解程度对消费意愿均有显著正向影响;景区因素方面,自然资源的丰富度、功能区布局的合理性及亲子项目种类、体验度、互动程度、教育价值、对亲子情感的促进程度对消费意愿均有显著正向影响,旅游成本对消费意愿有显著负向影响。【结论】消费者因素与景区因素对亲子农庄消费意愿均有一定影响,亲子农庄应向丰富个性化景观、强化教育体验属性等方向发展,提高其吸引力与社会价值,发挥其对乡村经济、社会、文化及生态等各方面的振兴作用。
【Objective】Parent-child farm is a new type of tourism that develops rapidly in recent years.The purpose of this study is to explore the influencing factors of parent-child farm consumption intention and to better play its radiating and driving role in rural development.【Method】Starting from the demand side,using 994 valid survey data from 4 regions in Shandong Province,18 variables were set from 6 dimensions to construct logistic regression model,and the influence mechanism of demographic characteristics,consumption ability,consumption cognition,facilities and resources,management and service,experience and efficacy on parent-child farm consumption intention was studied.【Result】In terms of basic factors of consumers,education level,income and the understanding of parent-child farm have significant positive effects on consumption intention.As for the factors of scenic spots,the richness of natural resources,the rationality of the layout of functional areas,the types of parent-child projects,the degree of experience,the degree of interaction,the educational value,and the degree of promotion of parent-child emotion all have a significant positive impact,while the tourism cost has a significant negative impact on the consumption intention.【Conclusion】The consumer and scenic area factors have a certain influence on the consumption intention of the parent-child farm.The parent-child farm should be developed in the direction of enriching the personalized landscape and strengthening the educational experience attribute,so as to improve its attraction and social value,and give play to its revitalization role in the rural economy,society,culture and ecology.
作者
王欣睿
董泽洋
孔睿敏
向本起
徐绍荣
WANG Xinrui;DONG Zeyang;KONG Ruimin;Xiang Benqi;XU Shaorong(Yantai Research Institute of China Agricultural University,Yantai,Shandong 264670;Agricultural and Rural Bureau of Dingtao District,Heze,Shandong 274100,China)
出处
《贵州农业科学》
CAS
2021年第3期147-152,共6页
Guizhou Agricultural Sciences
