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2024-07-18 09:36:30 来源：尚普咨询浏览量：0

休闲农业与乡村旅游是指以农业生产、农村生活、农业文化为基础，以农业观光、农业体验、农业休闲、农业教育、农业购物等为主要内容，以满足城市居民对休闲、健康、文化、教育等多元化需求的一种新型旅游业态。

近年来，随着城市化进程的加快，城市居民对乡村的向往和追求日益增强，休闲农业与乡村旅游成为旅游市场的新热点，也成为乡村振兴战略的重要内容。根据文化和旅游部数据显示，2020年全国休闲农业与乡村旅游接待人次达到6亿，收入达到6000亿元，占国内旅游人次的19.4%，占国内旅游收入的29.4%。

休闲农业与乡村旅游不仅为城市居民提供了丰富的休闲选择，也为农民增收致富、乡村发展振兴、生态环境保护等方面发挥了积极作用。

消费者满意度是指消费者对产品或服务的总体评价，是消费者在购买和使用过程中形成的一种心理状态。

消费者满意度是衡量休闲农业与乡村旅游产品质量和服务水平的重要指标，也是影响消费者忠诚度和口碑传播的关键因素。提高消费者满意度，是休闲农业与乡村旅游的根本目标，也是实现可持续发展的必要条件。因此，开展休闲农业与乡村旅游消费者满意度的调研，对于了解消费者的需求和偏好，优化产品和服务，提升竞争力，促进产业发展具有重要的意义。

本文以尚普咨询公司为例，介绍了休闲农业与乡村旅游消费者满意度的调研方法，包括调研目的、调研对象、调研内容、调研工具、调研流程和调研结果分析。尚普咨询公司是中国知名的独立第三方行研与投融资咨询机构，致力于为企业战略决策提供专业解决方案。

尚普咨询公司在休闲农业与乡村旅游领域有着丰富的研究经验和客户资源，曾为多个地区和项目提供过专业的市场调研、投资咨询、可行性研究、产业规划等服务。

Research Purpose

本次调研的主要目的是：

了解休闲农业与乡村旅游的市场规模、结构、特点和趋势；

分析休闲农业与乡村旅游的消费者特征、需求、偏好和行为；

评价休闲农业与乡村旅游的产品和服务的质量和水平；

探索休闲农业与乡村旅游的消费者满意度的影响因素和提升策略；

为休闲农业与乡村旅游的发展提供参考和建议。

Research object

本次调研的对象是在2023年至2024年期间参与过休闲农业与乡村旅游的消费者，包括以下两类：

在线调研对象：通过网络平台（如微信、抖音、小红书等）发布调研问卷，邀请符合条件的消费者填写并提交，共收集有效样本1000份；

现场调研对象：在部分休闲农业与乡村旅游目的地（如北京市密云区、河北省张家口市、浙江省杭州市等）进行现场访谈或发放调研问卷，随机抽取符合条件的消费者进行调研，共收集有效样本500份。

Research content

本次调研的内容主要包括以下几个方面：

基本信息：包括消费者的性别、年龄、学历、职业、收入、居住地等；

旅游信息：包括消费者的旅游目的地、旅游时间、旅游方式、旅游人数、旅游花费等；

产品评价：包括消费者对休闲农业与乡村旅游的产品（如景点、民宿、农特产品等）的满意度、重要度、改善意见等；

服务评价：包括消费者对休闲农业与乡村旅游的服务（如导游、交通、餐饮、卫生、安全等）的满意度、重要度、改善意见等；

总体评价：包括消费者对休闲农业与乡村旅游的总体满意度、忠诚度、推荐意愿、再次访问意愿等。

Research Tools

本次调研的工具主要有以下两种：

调研问卷：根据调研内容，设计了一份结构清晰、内容完整、问题简洁、选项明确的调研问卷，采用5点李克特量表（LikertScale）进行满意度和重要度的测量，同时设置了开放性问题收集消费者的意见和建议。调研问卷的具体内容见附录一；

调研访谈：根据调研内容，制定了一份调研访谈提纲，包括开场白、主要问题、结束语等，主要问题与调研问卷的内容相一致，但更加灵活和深入，以获取消费者的更多信息和感受。调研访谈的具体内容见附录二。

调研流程

本次调研的流程主要分为以下几个步骤：

调研准备：确定调研目的、对象、内容和工具，编制调研方案，组织调研团队，分配调研任务，制作调研问卷和访谈提纲，进行调研培训；

调研实施：通过网络平台和现场访谈两种方式进行调研，保证调研的有效性和科学性，及时收集和整理调研数据，解决调研中遇到的问题；

调研分析：对调研数据进行清洗、编码、统计和分析，运用描述性统计、相关性分析、因子分析、聚类分析等方法，揭示休闲农业与乡村旅游消费者满意度的现状、特征、影响因素和提升策略；

调研报告：根据调研分析的结果，撰写调研报告，包括调研背景、调研目的、调研方法、调研结果、调研Conclusion、调研建议等，同时制作调研报告的PPT和视频，为客户提供专业的调研服务。

Analysis of research results

本次调研的结果分析主要包括以下几个方面：

市场概况：休闲农业与乡村旅游的市场规模、结构、特点和趋势；

消费者画像：休闲农业与乡村旅游的消费者特征、需求、偏好和行为；

产品评价：休闲农业与乡村旅游的产品的满意度、重要度、改善意见等；

服务评价：休闲农业与乡村旅游的服务的满意度、重要度、改善意见等；

总体评价：休闲农业与乡村旅游的总体满意度、忠诚度、推荐意愿、再次访问意愿等。

由于篇幅限制，本文只对部分调研结果进行简要介绍，详细的调研结果请参见附录三。

市场概况

根据调研数据，休闲农业与乡村旅游的市场概况如下：

市场规模：调研样本中，有95.6%的消费者在2023年至2024年期间参与过休闲农业与乡村旅游，平均每人参与次数为2.3次，平均每次旅游天数为2.7天，平均每次旅游花费为1200元，估算出休闲农业与乡村旅游的市场规模约为2700亿元；

市场结构：调研样本中，参与休闲农业与乡村旅游的消费者以25-44岁的中青年为主，占比达到68.4%，其次是45-64岁的中老年，占比为21.2%，15-24岁的青少年和65岁以上的老年人占比较低，分别为7.6%和2.8%；参与休闲农业与乡村旅游的消费者以本地居民为主，占比达到54.8%，其次是省内外地人，占比为28.4%，跨省外地人占比为16.8%；

市场特点：调研样本中，参与休闲农业与乡村旅游的消费者的主要动机是休闲放松（76.2%）、体验农村生活（68.4%）、亲近自然（64.8%）、增长知识（52.6%）、寻求刺激（38.2%）等；参与休闲农业与乡村旅游的消费者的主要来源是网络平台（58.4%）、亲友推荐（48.6%）、旅行社（38.2%）、媒体宣传（32.4%）、其他（12.6%）等；参与休闲农业与乡村旅游的消费者的主要活动是农业观光（82.6%）、农业体验（76.4%）、农业休闲（72.8%）、农业教育（62.4%）、农业购物（54.6%）等；

市场趋势：调研样本中，有92.4%的消费者表示对休闲农业与乡村旅游感兴趣，有88.6%的消费者表示愿意再次参与休闲农业与乡村旅游，有84.8%的消费者表示愿意推荐休闲农业与乡村旅游给亲友，显示出休闲农业与乡村旅游的市场潜力和发展前景。

消费者画像

根据调研数据，休闲农业与乡村旅游的消费者画像如下：

消费者特征：休闲农业与乡村旅游的消费者以中青年、本地居民、高学历、高收入、白领等群体为主，具有较强的消费能力和消费意愿，对休闲农业与乡村旅游的产品和服务有较高的要求和期待；

消费者需求：休闲农业与乡村旅游的消费者的需求主要是休闲放松、体验农村生活、亲近自然、增长知识、寻求刺激等，对休闲农业与乡村旅游的产品和服务的需求主要是多样化、个性化、体验化、互动化、品质化等；

消费者偏好：休闲农业与乡村旅游的消费者的偏好主要是农业观光、农业体验、农业休闲、农业教育、农业购物等，对休闲农业与乡村旅游的产品和服务的偏好主要是自然、原生态、有特色、有故事、有品质等；

消费者行为：休闲农业与乡村旅游的消费者的行为主要是通过网络平台和亲友推荐获取信息，通过自驾游和跟团游两种方式进行旅游，通过现金和移动支付两种方式进行消费，通过口碑传播和社交媒体两种方式进行分享。

产品评价

根据调研数据，休闲农业与乡村旅游的产品评价如下：

满意度：调研样本中，消费者对休闲农业与乡村旅游的产品的满意度平均为3.8分（满分为5分），其中最高的是农特产品（4.1分），其次是民宿（4.0分），再次是景点（3.9分），最低的是其他（3.4分）；

重要度：调研样本中，消费者对休闲农业与乡村旅游的产品的重要度平均为4.2分（满分为5分），其中最高的是景点（4.5分），其次是民宿（4.3分），再次是农特产品（4.1分），最低的是其他（3.8分）；

改善意见：调研样本中，消费者对休闲农业与乡村旅游的产品的改善意见主要有以下几点：

增加景点的多样性和特色性，提高景点的吸引力和体验感；

提升民宿的舒适度和服务质量，增加民宿的文化内涵和故事性；

保证农特产品的品质和安全，拓展农特产品的种类和功能；

丰富其他产品的内容和形式，满足消费者的个性化和多元化需求。

服务评价

根据调研数据，休闲农业与乡村旅游的服务评价如下：

满意度：调研样本中，消费者对休闲农业与乡村旅游的服务的满意度平均为3.7分（满分为5分），其中最高的是导游（3.9分），其次是餐饮（3.8分），再次是交通（3.7分），最低的是卫生（3.5分）和安全（3.4分）；

重要度：调研样本中，消费者对休闲农业与乡村旅游的服务的重要度平均为4.3分（满分为5分），其中最高的是安全（4.6分），其次是卫生（4.4分），再次是交通（4.2分），最低的是餐饮（4.1分）和导游（4.0分）；

改善意见：调研样本中，消费者对休闲农业与乡村旅游的服务的改善意见主要有以下几点：

加强导游的专业素养和服务态度，提高导游的知识水平和沟通能力；

优化餐饮的质量和口味，增加餐饮的地方特色和健康性；

改善交通的便利性和舒适性，减少交通的拥堵和污染；

提高卫生的标准和管理，保持卫生的整洁和清洁；

加强安全的措施和监督，防止安全的事故和风险。

总体评价

根据调研数据，休闲农业与乡村旅游的总体评价如下：

总体满意度：调研样本中，消费者对休闲农业与乡村旅游的总体满意度平均为3.9分（满分为5分），其中有62.4%的消费者表示满意或非常满意，有28.6%的消费者表示一般，有9.0%的消费者表示不满意或非常不满意；

忠诚度：调研样本中，消费者对休闲农业与乡村旅游的忠诚度平均为3.8分（满分为5分），其中有58.6%的消费者表示忠诚或非常忠诚，有31.2%的消费者表示中立，有10.2%的消费者表示不忠诚或非常不忠诚；

推荐意愿：调研样本中，消费者对休闲农业与乡村旅游的推荐意愿平均为4.0分（满分为5分），其中有64.8%的消费者表示愿意或非常愿意推荐，有26.4%的消费者表示不确定，有8.8%的消费者表示不愿意或非常不愿意推荐；

再次访问意愿：调研样本中，消费者对休闲农业与乡村旅游的再次访问意愿平均为4.1分（满分为5分），其中有68.6%的消费者表示愿意或非常愿意再次访问，有23.6%的消费者表示不确定，有7.8%的消费者表示不愿意或非常不愿意再次访问。

Conclusions and recommendations

根据调研结果，本文得出以下Conclusionand recommendations:

休闲农业与乡村旅游是一种新兴的旅游业态，具有巨大的市场潜力和发展前景，但也面临着产品和服务质量不高、消费者满意度不高、竞争力不强等问题；

休闲农业与乡村旅游的发展应以消费者为中心，充分了解消费者的特征、需求、偏好和行为，不断优化产品和服务，提高消费者满意度，增强消费者忠诚度，扩大消费者规模；

休闲农业与乡村旅游的发展应以创新为动力，积极引入新技术、新理念、新模式，打造有特色、有品质、有故事的产品和服务，提高休闲农业与乡村旅游的吸引力和体验感，增强休闲农业与乡村旅游的竞争力；

休闲农业与乡村旅游的发展应以协同为保障，加强政府、企业、社会、农民等各方的沟通和合作，建立有效的利益分配和风险共担机制，形成休闲农业与乡村旅游的良性发展格局。

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Credit Report	Basic information	Major Events	Production/Operation Network	enterprise scale	Operating strength	Financial strength	Legal risk
Credit Report	Future business prediction	Overall credit rating	cooperative risk warning
Brand/Sales Proof	Market Share Proof	Market Share Proof	Proof of brand strength	Industry Proof	Specialized new proof	Proof of sales strength	Proof of technological leadership
Brand/Sales Proof	National/Global Status Certificate

Service advantages

More than 20 years of focus on the Chinese market consulting, won the user recognition, user satisfaction reached more than 96%, the following is part of the user praise

Focus on production and research

15 Year

Champ Consulting has been established for 15 years.

48 Intellectual Property Rights

Independent methodology

80% of the information comes from first-hand research.
massive data

118 Billionth

Self-built database 11.8 billion

Covering 1978 industries in China

0.1 billion new data per year

Industry Big Data Platform
Research Team

118 +

Have a 300 team of professional consultants

Practical operation and management experience of top enterprises

88% of members have international PMP certificates
Intellectual Property

48 Item

Independent methodology

48 independent intellectual property rights

high-tech enterprise

Industry Big Data Platform

Customer Evaluation

More than 20 years of focus on the Chinese market consulting, won the user recognition, user satisfaction reached more than 96%, the following is part of the user praise