山西农业大学学报（社会科学版）2025，Vol.24Issue(4)：79-92,14.DOI:10.13842/j.cnki.issn1671-816X.2025.04.008
农耕文化研学旅行游客满意度对其行为意向影响的研究
A study on the effect of tourists'satisfaction promotion on their behavioral intentions——based on the perspective of perceived value
摘要
Abstract
Under the guidance of tourism demand theory,perceived value theory and behavioral decision theory,this paper ex-tracted six measurement dimensions of perceived value of visitors to farming culture research and study tours in agricultural cul-ture research trips.At the same time,it used Jackie's perceived value—satisfaction—behavioral intention relationship chain to build a structural equation model,selected three farms in Hefei with farming culture as the research subject as the investigation ob-ject,carried out data research,and used Amos to empirically test the survey data.The results showed that all six perceived value dimensions had different degrees of impact on tourist satisfaction and behavioral intentions,and that perceived value can both di-rectly and indirectly affect tourist behavioral intention through tourist satisfaction.On this basis,proposals were made to increase the economic benefits of the product,enrich the level of the travel experience,optimize the visual experience of the farm,im-prove the farm infrastructure,meet the emotional needs of tourists,and enhance the cultural content of the research institute prod-ucts,thereby increasing the satisfaction of tourists and promoting their behavioral intentions.关键词
农业研学旅行/游客感知价值/满意度/行为意向/结构方程Key words
Agricultural research travel/Tourist perceived value/Satisfaction/Intent to act/Structural equations分类
农业科技引用本文复制引用
肖双喜,姚彤彤,苏雯雯,叶巧..农耕文化研学旅行游客满意度对其行为意向影响的研究[J].山西农业大学学报（社会科学版）,2025,24(4):79-92,14.基金项目
安徽省哲学社会科学重点项目"安徽省新型生态农业组织培育研究"(AHSKZ2017D09) （AHSKZ2017D09）
