网络社群与网站对休闲农业旅游行为意向的影响分析——依据AISAS模型

Research on the Influence of Online Community and Website on the Participating Willingness of Recreational Agricultural Tourism——Based on AISAS Model

目前,中国休闲农业基础建设相对完善,发展方式多样,备受消费者关注。然而,仍存在乡村特色资源挖掘不足、宣传内容与方式单一等问题。而网络社群和网站是线上搜索与收集信息的重要一环,是影响消费者参与休闲农业意愿的重要因素。本研究旨在探明网络社群与网站对休闲农业旅游行为意向的影响。建立AISAS模型,验证兴趣(自然人文、娱乐体验、基础设施)、搜索(网络社群和网站)和行为(消费者旅游行为意向)之间的关系。结果表明消费者对休闲农业的自然人文、娱乐体验、基础设施要素越感兴趣,越会在网络社群和网站中搜索相关信息;从而,对休闲农业旅游行为意向就越强。因此,网络社群和网站提供的景区信息对消费者在旅游过程中的行为意向产生积极影响,建立网络社群和网站能够有效促进消费者参与休闲农业旅游。根据研究结论提出,加强休闲农业的网络社群与网站建设,丰富休闲农业自然人文要素信息传达方式,拓宽休闲农业的网络社群与网站的搜索渠道等对策建议。

Currently,the infrastructure of recreational agriculture in China is relatively well-developed,with diverse development models that have gained significant attention from consumers.However,there are still issues such as insufficient exploration of rural characteristic resources and limited diversity in promotional content and methods.Online communities and websites play a crucial role in online search and information gathering,making them important factors influencing consumer participation in recreational agricultural activities.The purpose of this study is to explore the impact of online communities and websites on the willingness to participate in recreational agricultural tourism.This study establishes the AISAS model to validate the relationships between interest(which includes nature and humanities,entertainment experience,infrastructure),search(online communities and websites),and behavior(consumer willingness to participate in tourism).The results indicate that the more interested consumers are in the nature and humanities,entertainment experience,and infrastructure elements of recreational agriculture,the more likely they are to search for relevant information on online communities and websites.As a result,their willingness to participate in recreational agricultural tourism becomes stronger.Therefore,the information provided by online communities and websites about tourist attractions places a positive impact on consumers'intention to participate in tourism.Establishing online communities and websites can effectively promote consumer participation in recreational agricultural tourism.Based on the above conclusions,the study proposes the following policy recommendations:strengthening the construction of online communities and websites for recreational agriculture,enriching the ways to promote information about the nature and humanities elements of recreational agriculture,and expanding the search channels of online communities and websites for recreational agriculture.