基于SEM的休闲农业园游客满意度研究——以南京地区调查为例

The Research on Customer Satisfaction of Leisure Agriculture Garden

从微观研究角度入手,系统地开发了一套适合中国休闲农业园满意度的测量工具,并在南京地区调查的基础上,运用结构方程模型(SEM)构建休闲农业园游客满意度测评模型。研究表明SEM是测量休闲农业园游客满意度的有效方法。同时,研究发现,影响满意度最大的为参与性活动,其次为农园声誉,再次为人员服务,然后是价格感知,最后是农园环境。

From the perspective of microcosmic, this paper created a tool to measure customer satisfaction of leisure agriculture garden. Then, I sampled some people in Nanjing agriculture garden at random. Finally, I made up the customer satisfaction model of leisure agriculture garden by structural equation model. I found that structural equation model is a valid tool to measure customer satisfaction of leisure agriculture garden, and entertainment is main factor for customer satisfaction, followed by the farm＇s reputation,-once again for personnel services, then the price perception, and finally the farm environment.