休闲农业知识体验对旅游行为的影响研究

黄星宇　刘健梅　冯小凤　覃眯　黎颖　张建国

【摘   要】 近几年来，随着人们生活水平的提高，工作压力大，人们开始追求较为朴素但又可以达到放松自我的生活方式。本文采用了广西玉林市五彩田园的调查数据，借助于SPSS21对数据进行二项Logistic 模型分析，探讨休闲农业知识体验与体验带来的满足感两者对旅游行为的影响。实证结果表明，大部分的游客对农业知识感兴趣，由此产生极大的兴趣参加轻松有趣的野趣项目，并愿意继续参与此类以体验休闲农业为主题的旅游活动。但广西玉林五彩田园项目缺乏创新，在一些方面并不能很大程度给游客带来新的体验，同时得出休闲农业知识体验需求影响着旅游行为，满足感又对旅游者的旅游行为起着不可忽略的作用。因此本文针对研究结果给出相关性建议。

【关键词】 休闲农业;知识体验;二项Logistic模型; 旅游行为

中图分类号：F590.7               文献识别码：A               文章编号：2096-1073（2020）03-0040-44

Impact of Leisure Agricultural Knowledge Experience on Tourism Behavior——Empirical Analysis Based on Binomial Logistic Model

HUANG Xingyu， LIU Jiangmei， FENG Xiaofeng， QIN Mi， LI Ying， ZHANG Jianguo

（Business School of Yulin Normal University   Yulin， Guangxi   537000）

[Abstract] In recent years， with the improvement of people's living standards and the pressure of work， people began to pursue a more simple but relaxed lifestyle. This paper uses the survey data of multicolor pastoral in Yulin City， Guangxi， and carries out binomial logistic model analysis with the help of SPSS21 to explore the impact of knowledge experience and satisfaction of leisure agriculture on tourism behavior. The empirical results show that most of the tourists are interested in agricultural knowledge， resulting in great interest in participating in relaxing and interesting wild projects， and willing to continue to participate in such tourism activities with the theme of experiencing leisure agriculture. However， the Yulin multicolored pastoral project in Guangxi lacks innovation， which can not bring new experience to tourists to a great extent in some aspects. At the same time， it is concluded that the demand of leisure agriculture knowledge experience affects tourism behavior， and satisfaction plays an important role in tourists'tourism behavior. Therefore， this paper gives relevant suggestions for the research results.

[Key words] leisure agriculture; knowledge experience; binomial logistic model ; tourism behavior

1  引言

隨着现代物质水平的急速提高，人们日益增长的旅游消费需求与旅游发展的不平衡不充分的矛盾日益凸显，人们更加注重精神的愉悦。本文意在研究在知识体验背景下发展休闲农业观光，以满足消费者的求知欲望，达到亲近自然并得到教育体验的目的。

1.1  国内休闲农业与知识体验的研究现状

休闲农业产业规模不断扩大，呈现出良好的发展态势。据统计，2012年全国休闲农业接待游客超过8亿人次，营业收入超过2400亿元，规模以上休闲农业园区超过3.3万家，从业人员超过2800万，占农村劳动力的6.9%[1]。……