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新疆生产建设兵团第十二师西山农场休闲农业体验价值评价 被引量:1

Evaluation of Leisure Agriculture Experience Value of Xishan Farm of the 12th Division of Xinjiang Production and Construction Corps
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摘要 发展休闲农业是农业多功能拓展和农民致富增收的有效途径。本研究从体验营销的角度,构建休闲农业体验价值指标评价体系,以西山农场小土豆农庄为例,采用层次分析法和模糊综合评价法进行评价。结果表明,西山农场小土豆农庄休闲农业体验价值评价得分为69.45,对应等级为Ⅲ级,其体验价值一般,体验感较好;思维体验、行为体验、情感体验对小土豆农庄休闲农业体验价值影响较大,感官体验和相关体验影响较小;休闲产品同质化严重、休闲体验功能较弱、经营者管理能力不足等问题制约了西山农场休闲农业的发展。未来,可通过增强休闲农庄辨识度、明确休闲农庄市场定位以及培养新型职业农民来提高农场休闲农业的体验价值,促进休闲农业的发展。 The development of leisure agriculture is an effective way to expand the agricultural multi-function and increase farmers'income.From the perspective of experience marketing,an evaluation system of the leisure agriculture experience value index was constructed,taking the Small Potato Farm of Xishan Farm as an example,using the analytic hierarchy process and the fuzzy comprehensive evaluation method for the evaluation.The research showed that the evaluation score of the leisure agriculture experience value of the Small Potato Farm is 69.45,and the corresponding grade is class III,the experience value is generally good,and the experience feeling is good;the influence of thinking experience,behavior experience,emotional experience on the leisure agriculture experience value of Small Potato Farm is great,the influence of sensory experience and the related experience is less;the problems of serious homogenization of leisure products,weak leisure experience and insufficient management ability of operators have restricted the development of leisure agriculture in Xishan Farm.In the future,the experience value of farm leisure agriculture will be improved by enhancing the recognition of leisure farms,clarifying the market positioning of leisure farms,and cultivating new types of professional farmers,and the development of leisure agriculture will be promoted.
作者 马玉婷 陈彤 赵向豪 Ma Yuting;Chen Tong;Zhao Xianghao(School of Economics&Business,Xinjiang A gricultural University,Urumqi 830052,Xinjiang;Xinjiang Academy of Agricultural Sciences,Urumqi 830091,Xinjiang;School of Economics,Xinjiang University of Finance and Economics,Urumqi 830012,Xinjiang)
出处 《农业展望》 2020年第12期37-41,共5页 Agricultural Outlook
基金 西北农林科技大学西部发展研究院定向委托项目(2016XBYD006)。
关键词 西山农场 休闲农业 体验价值评价 层次分析法 模糊综合评价法 Xishan Farm leisure agriculture experience value evaluation Analytic Hierarchy Process(AHP) Fuzzy Comprehensive Evaluation Method
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