网络背景下休闲农业体验价值体系研究

Research on leisure agriculture experience value system under the background of network

对网络背景下休闲农业体验价值构成的关键内容进行探讨,构建休闲农业体验价值体系,并进一步探讨体验价值各维度对游客满意度、重购意愿、推荐行为的影响。通过因子分析法建立休闲农业体验价值结构模型,认为休闲农业体验价值包含审美体验价值、娱乐体验价值、文化体验价值、社会体验价值四个方面。运用相关分析、回归分析发现休闲农业体验价值各维度对游客满意度、重购意愿、推荐行为有显著的正向影响,并且娱乐体验价值对游客满意度的影响最大,其他三个因素的影响力度由大到小依次为审美体验价值、文化体验价值、社会体验价值。

This paper discussed the key contents of the composition of leisure agriculture experience value under the background of network to construct a leisure agriculture experience value system,and further explored the impact of each dimension of experience value on tourist satisfaction,repurchase willingness and recommendation behavior.Through the factor analysis method to establish the leisure agriculture experience value structure model,it is considered that the leisure agriculture experience value includes four aspects:aesthetic experience value,entertainment experience value,cultural experience value and social experience value.Using correlation analysis and regression analysis,it is found that each dimension of leisure agricultural experience value has a significant positive impact on tourist satisfaction,repurchase willingness and recommendation behavior,and entertainment experience value has the greatest impact on tourist satisfaction.The influence of the other three factors in descending order is aesthetic experience value,cultural experience value and social experience value.