游客感知视角下的农业旅游开发研究——以岳阳市平江县横冲村为例

Research on Agricultural Tourism Development from the Perspective of Tourists’Perception——Taking Hengchong Village as an Example

农业资源作为一种特殊的旅游资源,进行有效合理的开发利用,会创造出更大的社会价值、经济价值及环境价值,农业旅游是实现精准扶贫、精准脱贫的有效路径。从游客感知的视角,以岳阳市平江县横冲村为例,制定了相应的调查问卷对游客进行访谈,对收集到的数据进行因子分析与均值分析,发现游客对横冲村农业旅游接待环境、农业旅游活动以及农业旅游服务与体验的评分均低于4分,只处于“一般满意”水平,运用主成分多元线性回归分析,发现游客对横冲村的农业旅游满意度主要受到农业旅游景区服务与体验的影响,其对游客农业旅游感知满意度贡献率达到了63.37%。研究结果表明,横冲村农业旅游开发还存在一定的不足,需要进一步加大农业旅游资源的开发力度,从而提升游客对当地农业旅游的满意度。

Agricultural resources are special tourism resources.Effective and reasonable development and utilization will create greater social,economic and environmental value.Agricultural tourism is an effective way to achieve targeted poverty alleviation and cuib.From the perspective of tourists'perception,taking Hengchong Village in Pingjiang County,Yueyang City as an example,this paper oleals with a questionnaire for the interview of tourists,and factor analysis and mean value analysis conducted on the collected data.It is found that tourists'scores of agricultural tourism reception environment,agricultural tourism activities and agricultural tourism services and experience in Hengchong Village are lower than 4 points,only at the level of“general satisfaction”.By using the principal component multiple linear regression analysis,we find that the satisfaction of agricultural tourism is mainly affected by the service and experience of agricultural tourism scenic spots,and its contribution rate to the satisfaction of tourists'perception of agricultural tourism has reached 63.37%.The results show that there are still some deficiencies in the development of agricultural tourism in Hengchong Village,we need to further strengthen the development of local agricultural tourism resources,so as to effectively improve the satisfaction of tourists.