Leisure agriculture and rural tourism refers to a new type of tourism format based on agricultural production, rural life and agricultural culture, with agricultural sightseeing, agricultural experience, agricultural leisure, agricultural education, agricultural shopping and so on. in order to meet the diversified needs of urban residents for leisure, health, culture, education and so on.

In recent years, with the acceleration of urbanization, urban residents' yearning and pursuit of the countryside are increasing. Leisure agriculture and rural tourism have become new hot spots in the tourism market and an important part of the rural revitalization strategy. According to data from the Ministry of Culture and Tourism, in 2020, the number of leisure agriculture and rural tourism in the country will reach 0.6 billion, and the income will reach 600 billion billion yuan, accounting for 19.4 of domestic tourists and 29.4 of domestic tourism revenue.

Leisure agriculture and rural tourism not only provide urban residents with a wealth of leisure options, but also play a positive role in increasing farmers' income, rural development and revitalization, and ecological environment protection.

Consumer satisfaction refers to the overall evaluation of products or services by consumers, and is a psychological state formed by consumers in the process of purchase and use.

Consumer satisfaction is an important indicator to measure the quality and service level of leisure agriculture and rural tourism products, and it is also a key factor affecting consumer loyalty and word-of-mouth communication. Improving consumer satisfaction is the fundamental goal of leisure agriculture and rural tourism, and it is also a necessary condition for achieving sustainable development. Therefore, the research on consumer satisfaction of leisure agriculture and rural tourism is of great significance for understanding consumer needs and preferences, optimizing products and services, enhancing competitiveness, and promoting industrial development.

Taking Shangpu Consulting Company as an example, this paper introduces the research methods of consumer satisfaction of leisure agriculture and rural tourism, including research purpose, research object, research content, research tools, research process and analysis of research results. Shangpu Consulting Company is a well-known independent third-party research and investment and financing consulting agency in China, dedicated to providing professional solutions for corporate strategic decision-making.

Shangpu Consulting has rich research experience and customer resources in the field of leisure agriculture and rural tourism. It has provided professional market research, investment consulting, feasibility study, industrial planning and other services for many regions and projects.

Research Purpose

The main objectives of this research are:

Understand the market size, structure, characteristics and trends of leisure agriculture and rural tourism;

analysis of leisure agriculture and rural tourism consumer characteristics, needs, preferences and behavior;

Evaluate the quality and level of products and services of leisure agriculture and rural tourism;

To explore the influence factors and promotion strategies of consumer satisfaction of leisure agriculture and rural tourism;

To provide reference and suggestions for the development of leisure agriculture and rural tourism.

Research object

The survey is aimed at consumers who have participated in leisure agriculture and rural tourism between 2023 and 2024, including the following two categories:

Online survey object: through the network platform (such as WeChat, chattering, small red book, etc.) to publish the survey questionnaire, invite qualified consumers to fill in and submit, a total of 1000 valid samples were collected;

On-site survey objects: conduct on-site interviews or issue questionnaires in some leisure agriculture and rural tourism destinations (such as Miyun District, Beijing, Zhangjiakou City, Hebei Province, Hangzhou City, Zhejiang Province, etc.), and randomly select eligible consumers for research. A total of 500 valid samples were collected.

Research content

The contents of this research mainly include the following aspects:

Basic information: including the consumer's gender, age, education, occupation, income, place of residence, etc;

Tourism information: including the consumer's travel destination, travel time, travel mode, number of tourists, travel expenses, etc;

Product evaluation: including consumers' satisfaction, importance and improvement opinions on leisure agriculture and rural tourism products (such as scenic spots, homestays, special agricultural products, etc.);

Service evaluation: including consumers' satisfaction, importance and improvement opinions on leisure agriculture and rural tourism services (such as tour guide, transportation, catering, health, safety, etc.);

Overall evaluation: including consumers' overall satisfaction with leisure agriculture and rural tourism, loyalty, willingness to recommend, willingness to visit again, etc.

Research Tools

There are two main tools for this research:

Survey Questionnaire: According to the survey content, a survey questionnaire with clear structure, complete content, concise questions and clear options is designed. The 5-point Likert scale (LikertScale) is used to measure satisfaction and importance. At the same time, open questions are set to collect consumers' opinions and suggestions. See Appendix I for the specific contents of the survey questionnaire;

Research interview: According to the research content, a research interview outline is formulated, including opening remarks, main questions, concluding remarks, etc. The main questions are consistent with the content of the research questionnaire, but more flexible and in-depth to obtain more information and feelings of consumers. See Appendix II for details of the survey interview.

Investigation process

The process of this research is mainly divided into the following steps:

Research preparation: determine the purpose, object, content and tools of the research, prepare the research plan, organize the research team, assign research tasks, prepare the research questionnaire and interview outline, and conduct research training;

Research implementation: conduct research through the network platform and on-site interviews to ensure the effectiveness and scientificity of the research, collect and sort out the research data in time, and solve the problems encountered in the research;

Research and analysis: cleaning, coding, statistics and analysis of research data, using descriptive statistics, correlation analysis, factor analysis, cluster analysis and other methods to reveal the current situation, characteristics, influencing factors and promotion strategies of leisure agriculture and rural tourism consumer satisfaction;

Research report: according to the results of research and analysis, write research report, including research background, research purpose, research methods, research results, researchConclusionAt the same time, PPT and video of research report are produced to provide professional research services for customers.

Analysis of research results

The analysis of the results of this survey mainly includes the following aspects:

Market overview: market size, structure, characteristics and trends of leisure agriculture and rural tourism;

Consumer portrait: consumer characteristics, needs, preferences and behaviors of leisure agriculture and rural tourism;

Product evaluation: satisfaction, importance and improvement opinions of leisure agriculture and rural tourism products;

Service evaluation: satisfaction, importance and improvement suggestions of leisure agriculture and rural tourism services;

Overall evaluation: overall satisfaction, loyalty, willingness to recommend, willingness to visit again, etc. of leisure agriculture and rural tourism.

Due to space constraints, only some of the research results are briefly described in this paper, and please refer to Appendix III for detailed research results.

Market Overview

According to the survey data, the market overview of leisure agriculture and rural tourism is as follows:

Market size: in the survey sample, 95.6 per cent of consumers have participated in leisure agriculture and rural tourism from 2023 to 2024, with an average of 2.3 times per person, 2.7 days per trip and 1200 yuan per trip. It is estimated that the market size of leisure agriculture and rural tourism is about 270 billion yuan;

Market structure: In the survey sample, the consumers participating in leisure agriculture and rural tourism are mainly young and middle-aged people aged 25-44, accounting for 68.4, followed by middle-aged and elderly people aged 45-64, accounting for 21.2. The proportion of young people aged 15-24 and elderly people over 65 is relatively low, accounting for 7.6 and 2.8 respectively; consumers participating in leisure agriculture and rural tourism are mainly local residents, accounting for 54.8, this was followed by outsiders in the province, accounting for 28.4 per cent and across provinces, accounting for 16.8 per cent;

Market characteristics: In the survey sample, the main motives of consumers participating in leisure agriculture and rural tourism are leisure and relaxation (76.2 per cent), experience rural life (68.4 per cent), closeness to nature (64.8 per cent), increasing knowledge (52.6 per cent), seeking stimulation (38.2 per cent), etc; the main sources of consumers involved in leisure agriculture and rural tourism are online platforms (58.4 per cent), recommend from relatives and friends (48.6 per cent), travel agencies (38.2 per cent), media promotion (32.4 per cent), and others (12.6 per cent); the main activities of consumers participating in leisure agriculture and rural tourism are agricultural sightseeing (82.6 per cent), agricultural experience (76.4 per cent), agricultural leisure (72.8 per cent), agricultural education (62.4 per cent) and agricultural shopping (54.6 per cent);

Market trends: In the survey sample, 92.4 per cent of consumers expressed interest in leisure agriculture and rural tourism, 88.6 per cent expressed their willingness to participate in leisure agriculture and rural tourism again, and 84.8 per cent expressed their willingness to recommend leisure agriculture and rural tourism to their relatives and friends, showing the market potential and development prospects of leisure agriculture and rural tourism.

Consumer Portrait

According to the survey data, the consumer portrait of leisure agriculture and rural tourism is as follows:

Consumer characteristics: the consumers of leisure agriculture and rural tourism are mainly young and middle-aged, local residents, highly educated, high-income, white-collar and other groups, with strong consumption ability and willingness to consume, and have higher requirements and expectations for the products and services of leisure agriculture and rural tourism;

Consumer demand: the needs of leisure agriculture and rural tourism consumers are mainly leisure and relaxation, experience rural life, get close to nature, increase knowledge, seek stimulation, etc., while the needs of leisure agriculture and rural tourism products and services are mainly diversification, personalization, experience, interaction, quality, etc;

Consumer preferences: the preferences of consumers of leisure agriculture and rural tourism are mainly agricultural sightseeing, agricultural experience, agricultural leisure, agricultural education, agricultural shopping, etc., while the preferences of products and services of leisure agriculture and rural tourism are mainly nature, original ecology, characteristics, stories, quality, etc;

Consumer behavior: the behavior of consumers of leisure agriculture and rural tourism is mainly to obtain information through network platform and recommend of relatives and friends, travel through self driving tour and group tour, consume through cash and mobile payment, and share through word-of-mouth communication and social media.

Product evaluation

According to the survey data, the product evaluation of leisure agriculture and rural tourism is as follows:

Satisfaction: in the survey sample, consumers' satisfaction with leisure agriculture and rural tourism products is 3.8 points on average (out of 5 points), of which the highest is agricultural products (4.1 points), followed by residential accommodation (4.0 points), scenic spots (3.9 points) and others (3.4 points) are the lowest;

Importantly: In the survey sample, consumers' importance to leisure agriculture and rural tourism products is 4.2 points on average (out of 5 points), of which the highest is scenic spots (4.5 points), followed by homestays (4.3 points), agricultural products (4.1 points), and the lowest is others (3.8 points);

Improvement opinions: in the survey sample, consumers' opinions on the improvement of leisure agriculture and rural tourism products mainly include the following points:

Increase the diversity and characteristics of scenic spots, improve the attraction and experience of scenic spots;

Improve the comfort and service quality of B & B, and increase the cultural connotation and story of B & B;

Ensure the quality and safety of agricultural products, expand the types and functions of agricultural products;

Enrich the content and form of other products to meet the personalized and diversified needs of consumers.

Service evaluation

According to the survey data, the service evaluation of leisure agriculture and rural tourism is as follows:

Satisfaction: In the survey sample, consumers' satisfaction with leisure agriculture and rural tourism services averaged 3.7 points (out of 5 points), with tour guides (3.9 points) being the highest, catering (3.8 points), transportation (3.7 points), and hygiene (3.5 points) and safety (3.4 points) being the lowest;

Importantly: In the survey sample, consumers' importance to leisure agriculture and rural tourism services is 4.3 points on average (out of 5 points), of which the highest is safety (4.6 points), followed by hygiene (4.4 points), traffic (4.2 points), and the lowest are catering (4.1 points) and tour guides (4.0 points);

Improvement opinions: in the survey sample, consumers' opinions on the improvement of leisure agriculture and rural tourism services mainly include the following points:

Strengthen the professional quality and service attitude of tour guides, improve the knowledge level and communication ability of tour guides;

Optimize the quality and taste of food and beverage, increase the local characteristics and health of food and beverage;

Improve the convenience and comfort of transportation, reduce traffic congestion and pollution;

Improve the standard and management of hygiene, keep hygiene tidy and clean;

Strengthen safety measures and supervision to prevent safety accidents and risks.

Overall evaluation

According to the survey data, the overall evaluation of leisure agriculture and rural tourism is as follows:

Overall satisfaction: in the survey sample, the average overall satisfaction of consumers with leisure agriculture and rural tourism is 3.9 (out of 5), of which 62.4 per cent are satisfied or very satisfied, 28.6 per cent are average, and 9.0 per cent are dissatisfied or very dissatisfied;

Loyalty: In the survey sample, consumers' loyalty to leisure agriculture and rural tourism averaged 3.8 points (out of 5 points), with 58.6 percent of consumers expressing loyalty or very loyalty, 31.2 percent of consumers expressing neutrality, and 10.2 percent of consumers expressing disloyalty or very disloyalty;

recommend willingness: In the survey sample, consumers' willingness to recommend leisure agriculture and rural tourism averaged 4.0 points (out of 5 points), of which 64.8 percent of consumers expressed willingness or very willingness to recommend, 26.4 percent of consumers expressed uncertainty, and 8.8 percent of consumers expressed unwillingness or very unwillingness to recommend;

Intention to visit again: In the survey sample, consumers' willingness to visit leisure agriculture and rural tourism again averaged 4.1 points (out of 5 points), of which 68.6 percent of consumers expressed willingness or very willingness to visit again, 23.6 percent of consumers expressed uncertainty, and 7.8 percent of consumers expressed unwillingness or very unwillingness to visit again.

Conclusions and recommendations

According to the research results, this paper draws the followingConclusionand recommendations:

Leisure agriculture and rural tourism is an emerging tourism industry with huge market potential and development prospects, but it also faces problems such as low quality of products and services, low consumer satisfaction, and low competitiveness;

The development of leisure agriculture and rural tourism should focus on consumers, fully understand the characteristics, needs, preferences and behaviors of consumers, continuously optimize products and services, improve consumer satisfaction, enhance consumer loyalty, and expand consumer scale;

The development of leisure agriculture and rural tourism should take innovation as the driving force, actively introduce new technologies, new ideas and new models, create products and services with characteristics, quality and stories, improve the attractiveness and experience of leisure agriculture and rural tourism, and enhance the competitiveness of leisure agriculture and rural tourism;

The development of leisure agriculture and rural tourism should be guaranteed by coordination, strengthen the communication and cooperation among the government, enterprises, society, farmers and other parties, establish an effective benefit distribution and risk sharing mechanism, and form a benign development pattern of leisure agriculture and rural tourism.