休闲农庄游客休闲涉入、休闲效益与行为意向关系研究——以宁波生态休闲农庄为例

On the Relationship between Leisure Involvement,Leisure Benefits and Behavioral Intention——A Case Study of Ningbo Ecological Leisure Farm

随着国民休闲大格局的逐渐形成,生态休闲农庄越来越成为人们的休闲选择。文章探讨了休闲主体的休闲涉入、休闲效益和行为意向之间的结构关系。研究发现:休闲效益对行为意向的影响最为显著,休闲涉入对行为意向的影响位居其次,休闲涉入对休闲效益的影响相对较弱,三组影响都达到显著效果;休闲效益的作用比较特殊,它不但能被自变量显著预测,还能够显著预测依变量。休闲效益具有中介作用,休闲主体从生态休闲农庄的休闲活动中获得休闲效益,从而强化休闲涉入,提高休闲主体对生态休闲农庄的重游率和推荐率。笔者认为,应该加强生态休闲农庄的宣传,为不同涉入程度的休闲主体提供多样化服务;要打造体现本土休闲文化和生态文化的休闲环境;要提供能满足视觉、听觉、味觉、触觉等感官享受的休闲产品;要实施差异化战略,打造独特的休闲创意产品。

In recent years, ecological leisure farm is becoming the destination of more and more people for enjoying leisure. The paper discusses the structural relationship between leisure involvement, leisure benefits and behavioral intention. The findings are as follows ： The influence of leisure benefits on behavioral intention is most remarkable; The influence of leisure involvement on behavioral intention second; And the influence of leisure involvement on leisure benefits relatively weak. However, all the three types of influences are sig- nificant ; The role of the leisure benefits is special because it can not only be significantly predicted by the in- dependent variable, but also can significantly predict dependent variable. Leisure benefits have mediation effect. When people benefit from the leisure activities in the ecological leisure farms, their leisure involvement can be strengthened, and the revisit rate and the rate of recommending it to others are higher. Based on the findings, the author puts forward some suggestions to the development of Ningbe＇s ecological leisure farm：Reinforcement of publicity of ecological leisure farm ; Providing a wide variety of leisure aetitivies to people; Creating leisure environment with local leisure culture and ecological culture;Providing more leisure activities feasting people＇s visual sense, hearing sense, sense of taste and sense of touch;Implementing differentiation strategy by creating distinctive leisure activities.