北京休闲农业的游客感知价值构成分析

Analysis of the Tourists'Perceived Value Composition of Leisure Agriculture in Beijing

游客感知价值是休闲农业发展的内生动力,高的感知价值能够吸引更多游客,增加农民收入,促进产业持续发展与升级。近几年,休闲农业和乡村旅游快速发展,为乡村振兴注入了新活力、新动能。然而,在休闲农业和乡村旅游的发展过程中,由于未能深入挖掘游客需求导致游客体验不佳和消费水平下降的问题也随之显现出来。基于此,能够为游客带来更好的体验,创造更高的感知价值,已经成为休闲农业经营主体掌握竞争优势的关键。本研究以北京休闲农业游客感知价值为研究对象,对北京休闲农业各经营主体的游客展开问卷调查,通过收集和整理数据得到北京休闲农业游客感知价值各构成因素的均值,通过比较得出游客对不同价值的感知程度。最后,结合分析结果和实地调研所掌握的情况,提出针对性的建议。

The perceived value of tourists is the endogenous driving force for the development of leisure agriculture,and a high perceived value can attract more tourists,increase farmers'income,and promote the sustainable development and upgrading of the industry.In recent years,the rapid development of leisure agriculture and rural tourism has injected new vitality and momentum into rural revitalization.However,in the process of the development of leisure agriculture and rural tourism,the problems of poor tourist experience and declining consumption level due to the failure to dig deep into the needs of tourists have also emerged.Based on this,being able to bring a better experience to tourists and create higher perceived value has become the key to the competitive advantage of leisure agriculture operators.In this study,the perceived value of leisure agriculture tourists in Beijing was taken as the research object,a questionnaire survey was conducted on tourists from various business entities of leisure agriculture in Beijing,the average value of each component of the perceived value of leisure agriculture tourists in Beijing was obtained by collecting and sorting out the data,and the tourists'perception of different values was obtained through comparison.Finally,based on the analysis results and the situation obtained from the field investigation,targeted suggestions were put forward.