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Agriculture tourist motivation, satisfaction on loyalty Empirical Study

Author: ZuoShengNan
Tutor: GuoYingZhi
School: Fudan University
Course: Tourism Management
Keywords: Travel motivation Satisfaction Loyalty Agricultural tourism
CLC: F274
Type: Master's thesis
Year: 2011
Downloads: 294
Quote: 0
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Abstract


Agricultural tourism to meet the city dwellers longing for nature and relaxation needs, in recent years in the domestic tourism market to get rapid development. Meanwhile, the development of agri-tourism can effectively help solve rural issues, the development of rural economy and narrow the gap between urban and rural areas and, therefore, to obtain the support of the relevant government departments for further agricultural tourism market provides a good growth. In view of this, the paper selected national agricultural tourism demonstration sites - Shandong Province mu jujube resort, the scenic spot for tourists traveling agriculture motivation, satisfaction and loyalty research. In this study, the area's agricultural tourists for the survey, the use of empirical research methods, aims to explore their travel motivation, satisfaction and loyalty respective variable dimensions, try from the perspective of the three variables to construct theoretical framework model and found internal relationship among the three, especially the travel motivation and satisfaction on loyalty of tourists to tourist attractions for the agricultural marketing activities and future development of useful suggestions and references. Based on the literature review, this paper constructs travel motivation, satisfaction and loyalty three variables structural equation model, which uses widely recognized travel motivation push pull theory, and through review of previous studies tourist behavior theory, satisfaction degrees from the \measure. Upon examination, agricultural tourist motivations tension factor model contains two factors, namely, the \entertainment and fitness. \And by examining the motivation, satisfaction and loyalty of structural equation modeling found that push and pull has a significant positive correlation between the pushing or pulling for tourists satisfaction there was a significant negative correlation between satisfaction for loyalty, there is a significant positive relationship, pushing or pulling, and loyalty is not significant correlation. The results for the Shandong Province mu future marketing efforts Zaolin resort has an important revelation, to understand the motives of agricultural tourists will no doubt improve visitor satisfaction play a key role, which will ultimately strengthen tourist loyalty. Taking into account a comprehensive selection of variables and data collection limitations, this study need to be further improved.

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