北京市民农园参与者行为及满意度调查分析

Analysis on Participants' Behavior and Satisfaction in Allot Gardens in Beijing

市民农园以体验农业为主要形式,是当前都市农业发展的重要领域。参与者对市民农园服务品质的满意程度,表现了参与者预期与实际感受之间的差异。达到较高的参与者满意度,是市民农园获得长久竞争优势的关键。依据2012年8—10月对北京11家市民农园的48名参与者的问卷调查,对市民农园参与者的个人特征、行为状况和满意度进行了详细分析。研究发现:已婚、受教育程度高、中壮年、职业层次较高、中高收入人群是市民农园的主要参与者;参与目的主要是为了获得健康有机的食物、回归田园、体验耕作,以及亲子互动,多以家庭为单位,以种植蔬菜为主,信息来源主要是亲友介绍和网络;参与者对北京市民农园的整体满意度较高,但目前的市民农园在实体设施、服务水平等方面还有待改进。最后提出应开展特色营销,提高核心目标群的参与度,采取相关措施提升参与者的满意度等建议。

Allot garden is an important form of urban agriculture. Agricultural experience is the main form of allot garden. Participants＇ satisfaction with service reflects the difference between anticipation and actual feel. Participants＇ high degree of satisfaction with service is the key factor of getting long-term competitive advantages of allot garden. Based on survey of 48 participants in 11 allot gardens from August to October 2012 in Beijing, this paper analyzes the participants＇ personal characteristics, behavior condition and their satisfaction. Results show that groups being married, middle-aged, and with good education, advanced careers, middle and high income are the major participants in allot gardens. Their main purposes are to get healthy and organic food, return to pastoral life, experience farming and get interaction of parent and child. They often grow vegetables in allot gardens with family as a unit. Their information about allot garden mainly comes from relatives, friends and networks. The overall satisfaction of participants with allot gardens in Beijing is high, but the facilities and service still need to be improved. Finally, the paper suggests that the allot gardens should develop characteristic marketing program to improve participation of the core target group, and take measures to promote the participants＇ satisfaction.