基于粮食体验的乡村旅游游客忠诚度研究

Study on Loyalty of Rural Tourism Tourists Based on Grain Experience

以乡村旅游情境中的粮食体验为基础,将其划分为粮食种植体验、果蔬采摘体验和美食体验,探索了粮食体验与游客行为意图(满意度和忠诚度)之间的相关关系。研究通过AMOS软件构建的结构方程模型去检验各假设之间的相关性,结果表明乡村旅游农耕体验显著影响游客的满意度和忠诚度。研究结果对于农业和旅游业管理部门制定相关政策、当地居民开展粮食种植、培养珍惜粮食的意识以及为游客提供难忘的旅游体验有重要意义。

Based on the grain experience in rural tourism,this study divides it into grain planting experience,fruit and vegetable picking experience and food experience,and explores the correlation between farming experience and tourists'behavioral intention(satisfaction and loyalty).A structural equation model constructed by AMOS software was used to test the correlation coefficients among the hypothesis,results show that rural tourism grain experience significantly affects the satisfaction and loyalty of tourists.The results of the study are of great significance to the policy formulation of agricultural and tourism authorities,the cultivation of food by local residents,the cultivation of awareness of the value of food and the provision of unforgettable tourism experiences for tourists.