College of Economics and Management, Huazhong Agricultural University, Wuhan 430070, China

1 Introduction

In October 2005, the Fifth Plenary Session of the Sixteenth Central Committee of the CPC clearly set forth the historic mission of building a new socialist countryside. It summarizes the overall objective of new socialist countryside to be "developed production, well-off living, civilized village culture, clean village environment, and democratic management". The key point of new socialist countryside construction is to solve the three rural issues. As an ancient agricultural country, China has a long history of agriculture, which gives China the profound farming culture; in addition to rich agricultural resources and diversified landscape, China is abundant with development conditions of agritainment[1]. With the increasing pressure of living and working of urban residents, simple traditional sightseeing and tourism methods are no longer able to meet their needs. The newly-developed rural tourism has become a first choice for modern urban residents to relax and get close to nature. After years of development, agritainment tourism has made a great contribution to increase of farmers’ income, rural development, and agricultural growth. However, compared with foreign countries, China’s agritainment tourism still remains at the primary stage. From the germination of the first agritainment in Pixian County in Chengdu, agritainment has experienced just two decades of development[2,28].

Most of the existing literature studied the rural tourism from a macroscopic perspective[3,5], while few scholars studied the agritainment[7]. Most foreign scholars have studied characteristics of agritainment consumers, while few scholars made a micro-research on how consumer characteristics influence the consumption decision-making behavior[29-30]. At present, many factors restrict the development of China’s agritainment industry. (i) The characteristics of the farmers’ thinking are practical, they focus on imitation and lack innovation, so their management concepts are basically the same. (ii) The infrastructure is not well established, the tourism products are simple and single and contain little culture. (iii) The sanitation of agritainment is poor and damage of environment frequently occurs. (iv) Many agritainment operators do not have the management ability. These are prominent problems urgently to be solved in the agritainment development[4,6,10]. All these problems are resulted from the failure to make a comprehensive analysis on agritainment consumer behavior. The consumption behavior reflects the consumption demand, so the neglect of consumption behavior will slow down the agritainment development. The characteristics of rural tourism market demand determine the characteristics of rural tourism market supply. Thus, it is wise to study the supply and demand relationship of rural tourism from the rural tourism market[5,7,12]. Through the research on the agritainment consumption behavior, it is helpful for agritainment operators to forecast the purchase status of potential consumers, accurately identify target customers, and provide a consumption guidance for tourists in time, and guide the consumption of tourists[11]; formulate practical and feasible marketing strategies to attract agritainment tourists; develop diversified recreational activities as per demands of consumers, make a plan of characteristic destination, to attract and retain tourists; the research of agritainment consumption behavior can provide a certain basis for government formulating pertinent support and guidance policies, to realize better and faster development of agritainment[6,8,9]. In this study, through analyzing basic characteristics, consumption behavior, and decision-making of agritainment tourists in Huangpi District of Wuhan City, we found out rules of tourist market behavior, and came up with pertinent recommendations for agritainment operators, to provide feasible marketing strategies for development of agritainment tourism.

2 CurrentsituationofagritainmentdevelopmentinHuangpiDistrict

As a back garden of Wuhan, Huangpi District plays an important role in Wuhan. In theOverallPlanofWuhanCity(1996-2020), Wuhan planned to establish five scenic spots in suburbs, namely, Panlongcheng, Mulanshan, Suohe, Longquanshan, and Daoguanhe, in which Huangpi District has two scenic spots (Panlongcheng and Mulanshan). Huangpu District is rich in tourism resources. Now, in the process of adjustment of industrial structure, tourism is becoming a new economic growth point in Huangpi District. Taking advantage of the rich natural resources in the district, agritainment is rapidly developing with its unique advantages in coordination with other forms of tourism. The agritainment tourism resources can be found everywhere in Huangpi District, especially areas surrounding the scenic spots, landscape axis, and along the traffic, such as Yaojiashan ancient houses, Luohan Hengshan wild food street, ancient Menchong village, Qiansendao manor, and Wuhan eco-agricultural park. There are more than 30 sites of rural tourism resources with centralized scale development, including one water village landscape, one forest landscape, three plantations, and 20 villages and mountain villages, three traditional dwelling houses, and one traditional catering area.

As shown in Fig.1, the agritainment has realized rapid development in Huangpi District, but there is no characteristic, and it can not offer individualized services for tourists, which will slow down the agritainment development.

Fig.1SWOTanalysisofagritainmentofHuangpiDistrict

3 Researchmodelandhypothesis

3.1ResearchobjectIn the past, Huangpi District relied on agricultural development, and the per capita income was relatively low. In recent years, through inviting investment, Huangpi District develops rural tourism to help farmers get rid of poverty. The tourism development in Huangpi District is mainly divided into two parts: the southern part is mainly agricultural tourism, represented by Wuhu Lake Ecological Agricultural Park and Qinsen Island Manor, while the northern part is mainly ecological tourism, represented by Mulan Mountain, Mulan Lake, and Mulan Great Lake.

With the development of Huangpi’s economy, its urbanization level is constantly rising, and living standard of residents is greatly improved, people become eager for pastoral style of life. The object of this study is local residents traveling to agritainment of Huangpi District.

3.2Theoreticalmodel:consumptionbehaviormodelIn 1968, Engel, Kollat, and Blackwcll proposed the EBK model for analyzing consumer behavior. In order to effectively describe consumer behavior, the EBK model has been modified many times. In 1990, Engel, Blackwell, and Miniard jointly revised the EBK model to the EBM model. The core of the EBM model is to divide the consumption decision process into five stages: (i) motivation and demand cognition, (ii) information search, (iii) feasibility evaluation, (iv) purchase decision, and (v) evaluation after purchase[19].

The EBM model has been widely applied in the study of various types of consumption behavior and has also been validated and applied. After an empirical analysis of the customers of the travel agency, Kotler put forward five stages for the customer to choose a travel agency: question recognition, data collection, feasibility assessment, selection, and after-sales service. His research also validated the applicability of this five-stage theory in tourism consumption activities. Fig.2 illustrates the EBM consumer purchase behavior.

In this study, we combined the characteristics of tourism consumption behavior, and divided the five-stage EBM model into three stages: pre-travel decision making, travel, and post-travel evaluation (Fig.3). Among them, the pre-travel decision-making stage includes the cognition of motivation and demand, information search, and evaluation of feasibility program. Using this three-stage consumption behavior model, we analyzed the consumer behavior characteristics in each stage.

As to the influencing factors of consumer behavior, Kotler classified the factors into four categories: cultural, social, personal, and psychological factors; Engel divided the influencing factors into three categories: personal, psychological and environmental factors. Some domestic scholars summarized the influencing factors of consumer behavior to get the following influencing factors: tourist motivation, product characteristics, tourist destination image, tourist type, media, price, individual preferences of tourists, gender, age, education level, income, safety sense, and external environment[13].

Fig.2EBMmodel

Fig.3Agritainmentconsumerbehaviormodel

3.3ResearchhypothesesThe characteristics of the farmers’ thinking are practical, they focus on imitation and lack innovation. Thus, apart from analyzing the characteristics of consumption behavior of tourists, we also analyzed the differences in the destination, choice of information channel, and choice of recreational activities on the basis of the age of consumers.

Combined with the research content of this paper, we put forward the following hypotheses:

H1: There are significant differences in the choice of destination between different ages of agritainment tourists;

H2: There are significant differences in the choice of information channel between different ages of agritainment tourists;

H3: There are significant differences in the choice of recreational activities between different ages of agritainment tourists.

4 Empiricalstudy

4.1Questionnairedesignandsamplingmethods

4.1.1Questionnaire design. The questionnaire is roughly divided into four parts: (i) the basic characteristics of agritainment tourists, including the gender, age, occupation, education, and income; (ii) the pre-travel decision-making stage of the agritainment tourists, including the purpose, information channel, and choice of methods; (iii) travel stage, including the choice of consumption and recreational activities; (iv) the post-travel evaluation stage.

4.1.2Sampling methods. We distributed a total of 150 copies of questionnaire and received 141 copies, of which 122 were valid. In the valid ones, 115 have participated in agritainment tourism and 8 have not participated. The data analysis in this study is based on valid questionnaire that have participated in agritainment tourism.

4.2BasiccharacteristicsofagritainmenttouristsAccording to Table 1, the sex ratio of the surveyed subjects was relatively balanced, male and female tourists accounted for 53.91% and 46.09% of the total samples respectively. Among the respondents, the number of young and middle-aged tourists aged 25-44 was the largest, accounting for 44.35% of the total samples; followed by young tourists aged 15-24 years, accounting for 24.35%; the number of middle-aged and elderly tourists aged 45-64 accounted for 20.87%; children younger than 14 and elderly tourists older than 65 were few. The educational level of agritainment tourists was relatively high, mainly college or university level, accounting for 46.09% of the total number of respondents. From a professional point of view, each occupation had tourists participating in agritainment tourism, civil servants and public institutions and corporate workers accounted for a larger portion, 24.35% and 23.48% respectively, most of them had stable income and fixed holidays. Among the respondents, the average family monthly income per capita between 1 000-1 999 yuan accounted for 40.87%, followed by those with average family monthly income per capita of 2 000-2 999 yuan, accounting for 26.09%, while the tourists with average family monthly income per capita less than 499 yuan accounted for only 4.35%.

Table1Basiccharacteristicsofsamples

ItemNumberofpeoplePercentage%GenderMale6253．91Female5346．09Age≤1443．4815-242824．3525-445144．3545-642420．87≥6586．96EducationalPrimaryschoolandbelow32．60levelJuniormiddleschool1714．78Seniormiddleschoolorspecialsecondaryschool3631．30Collegeoruniversity5346．09Postgraduateandabove65．23OccupationCivilservantsandpublicinstitu?tionsworkers2824．35Corporateworkers2723．48Individualindustrialandcommer?cialentities108．70Freelancer65．22Retiredpeople1311．30Unemployedpeople76．09Workers65．22Students1412．17Others43．48Familymonthly≤49954．35incomeper500-9992118．26capita∥yuan1000-19994740．872000-29993026．09≥30001210．43

4.3ConsumerbehavioranalysisThe consumer behavior of agritainment tourists can be roughly divided into three stages: (i) pre-travel decision-making stage, including information acquisition, destination determination, choice of travel methods, choice of transportation mode, choice of travel time and distance; (ii) travel stage, including choice of accommodation, expenses, participation of recreational activities, time of staying; (iii) post-travel evaluation, including satisfaction of agritainment items and willingness of revisiting. Now, we analyzed the stages of consumer behavior of agritainment tourists through the questionnaire statistics[15-16].

4.3.1Analysis on behavior of pre-travel decision-making stage. (i) Choice of information channel. As shown in Fig.4, people’s access to information was diversified. Friends’ recommendation was the main way of agritainment tourists of Huangpi District obtaining tourism information. Followed by paper media, including newspapers, magazines, travel brochures, and so on. It can be concluded that reputation plays an important role in the dissemination of information on agritainment tourism consumption, which may be closely connected with the characteristics of Chinese society and people’s recognition of relationship culture and trust.

Fig.4Informationchannel

(ii) Purpose of agritainment tourism. According to Fig.5, the purpose of agritainment tourism was mainly recreation, experience of rural life, taste of delicious food, and get-together and social engagement. The purpose of recreation accounted for almost half of all respondents. The number of tourists who chose to purchase specialty products was zero. This may be due to the fact that agritainment tourists wanted to relax more when they were traveling.

Fig.5Purposeofagritainmenttourism

(iii) Analysis on main factors in choice of agritainment tourism. From Fig.6, it can be seen that tourists first considered the agritainment environment, followed by the sanitation, then the location of agritainment and taste of dishes.

Note: A. location of agritainment; B. environment of agritainment; C. traffic condition; D. parking lot; E. scale of agritainment; F. flavor of dishes; G. sanitation; H. recreation facilities; I. having acquaintance or not; J. Price; K. evaluation of agritainment

Fig.6Factorsinchoiceofagritainmenttourism

(iv) Transportation, travel mode, travel time, and travel season. From the choice of transportation of respondents, the automobile was the main mode of transportation, 34.51% tourists selected driving by car, followed by unit car, bus, taxi, while the long-distance bus and train only accounted for 12.86%.

In terms of travel mode, most tourists traveled with their family members (32.25%) or with friends and relatives (28.81%) or unit organizations (21.00%). Only 8.64% of the tourists chose travel agencies, and travel alone accounted for 6.97%. The family market and relatives and friends market are the market center of the agritainment tourism, and it is also one of the characteristics of the agritainment tourism different from the standard sightseeing tour.

In terms of travel time, 93.77% of the tourists chose to go to the agritainment at weekends during holidays. Only 6.23% tourists went to agritainment during working days, which may be connected with rules of life of urban residents. They have to deal with all kinds of pressure during working days and thus only have time to relax at weekends and holidays.

The agritainment tourism showed obvious seasonal characteristic. Most tourists chose spring and autumn, accounting for 42.57% and 36.35% of the total respondents respectively. Spring is the season when the countryside is rejuvenated. Autumn is the most attractive season for rural harvest.

4.3.2Analysis on behavior of travel stage. (i) Travel distance, time, and accommodation. In terms of time distance, 41.78% tourists chose 1-2 h, 26.83% tourists chose less than 1 h, 18.76% tourists chose 2-3 h, 8.17% tourists chose 3-4 h, 4.46% tourists chose longer than 4 h; in the travel time, most tourists hoped to return on the same day, 60.2% tourists chose to stay 1 d, and 24.83% tourists chose 2 d. In terms of accommodation, 45.56% of tourists chose to stay in hotels or guest houses, and 23.44% of tourists chose to stay in farmer houses.

(ii) Expenses of agritainment tourism. The per capita consumption of agritainment tourism was mainly concentrated in the range of 201-600 yuan, accounting for 64.48% of the total respondents (Fig.7a). This shows that the overall level of consumption of agritainment tourism is still relatively affordable for urban wage-earners. From the perspective of the consumption structure of the agritainment tourists, tourists spent much in catering, accounting for 65.22%, followed by transportation and recreation (Fig.7b).

Note: a. per capita consumption of agritainment tourism; b. consumption structure of agritainment tourism

Fig.7Percapitaconsumptionandconsumptionstructureofagritainmenttourism

(iii) Participation of recreational activities. According to Fig.8, there was little difference between agritainment tourists in the participation of recreational activities such as playing mahjong, chatting, tasting tea, and outdoor activities. Among respondents, 38 chose outdoor activities, accounting for 33.04% of total respondents, followed by playing mahjong (34 tourists), accounting for 29.57% of the total tourists, and 30 tourists chose tasting tea or chatting, accounting for 26.09% of the total respondents.

Fig.8Recreationalactivities

4.3.3Evaluation after travel. (i) Travel frequency. From Fig.9, most tourists had more than 2 times of agritainment travel experience, 16 people had one time of experience, accounting for 13.91%; 50 people had 2-3 times of travel experience, accounting for 43.48%; 27 people had 4-5 times of travel experience, accounting for 23.48%; 5 people had more than 5 times of travel experience, accounting for 20.00%. Travel frequency reflects the tourists’ travel preferences and reflects the tourists’ preference for agritainment tourism.

Fig.9Travelfrequency

(ii) Satisfaction of agritainment tourism consumers. We divided the satisfaction of tourists into very satisfied, satisfied, general, dissatisfied, very dissatisfied, as listed in Table 2. In addition, we assigned these five options 5, 4, 3, 2, and 1, with a maximum of 5 for each item and a minimum of 1[13,23]to get a score for each item. On the whole, tourists had high evaluation of agritainment of Huangpi District, and they showed the highest satisfaction with natural scenery of the agritainment. The score of satisfaction with service attitude was also relatively high, which is inseparable from the warmth and hospitality of Huangpi people. Tourists’ satisfaction with the road traffic and health status was relatively low. Health status is a prominent issue, mainly manifested in the rural toilets, dietetic hygiene, and accommodation hygiene.

Table2Analysisandscoreoftouristsatisfaction

ItemVerysatisfied∥%Satisfied∥%General∥%Dissatisfied∥%Verydissatisfied∥%OverallscoreRoadtraffic8(6．96)26(22．61)50(43．48)24(20．87)7(6．09)3．04Naturalscenery27(23．48)65(56．52)23(20．00)--4．03Cateringcondition15(13．04)29(25．22)58(50．43)8(6．96)5(4．35)3．36Accommodationcondition12(10．43)72(62．07)23(20．00)4(3．48)4(3．48)3．71Sanitationcondition7(6．09)12(10．43)33(28．70)54(43．33)9(7．83)2．53Serviceattitude14(12．17)76(66．09)21(18．26)4(3．48)-3．87Safetystatus13(11．30)40(34．78)53(46．09)5(4．35)4(3．48)3．46Overallimpression22(19．13)81(70．43)9(7．83)3(2．61)-4．06

4.4Hypothesistest

H1: There are significant differences in the choice of destination between different ages of agritainment tourists;

H2: There are significant differences in the choice of information channel between different ages of agritainment tourists;

H3: There are significant differences in the choice of recreational items between different ages of agritainment tourists.

As shown in Table 3, through the significance test of the age and information channels of the agritainment tourists, the result was 0.008, indicating that the correlation between age and travel purpose is significant (smaller than 0.05). In other words, there is difference in the choice of information channels between different age stages of tourists, the original hypothesisH2holds true.

Table3ANOVAanalysisoftheageoftouristsandinformationchannels

ItemSquaresumdfMeansquareFSignificanceInter?group32．77548．1943．6130．008Intra?group249．4861102．268Total282．261114

As shown in Table 4, network was only distributed in the ages of 15-24 and 25-44, indicating that network was mainly used by young tourists to obtain agritainment information; old tourists older than 65 went to agritainment through recommendation of friends and relatives; travel agency was utilized in tourists except those younger than 14, but the degree of utilization was relatively low.

Table4Crosstablefortouristageandinformationchannels

InformationchannelTravelagencyPapermediaTelevision&radioNetworkRecommendationoffriendsandrelativesOthersTotalAgeYoungerthan14000004415-2441026512825-44320522105145-64282012024Olderthan651110508Total1039108435115

As shown in Table 5, through the significance test of the age and travel destination of the agritainment tourists, the result was 0.043, indicating that the correlation between age and travel destination is significant (smaller than 0.05). In other words, there is difference in the choice of travel destination between different age stages of tourists, the original hypothesisH1holds true.

Table5ANOVAanalysisoftheageoftouristsandtraveldestination

SquaresumdfMeansquareFSignificanceInter?group27．21846．8042．5510．043Intra?group293．4431102．668Total320．661114

From Table 6, it can be seen that in all listed travel purposes, recreation was the main purpose of most tourists. Children under the age of 14 may be mainly led by parents when they participated in the agritainment. The purpose of the parents was to take them to experience rural life, or to educate them during the travel. For people older than 65, the travel purpose was relatively simple recreation. For them, living an easy life in old age was the most important. Most participants in the agritainment were young and middle-aged people (25-44 years old). This group of people has relatively high pressure for life and work. They are more inclined to go to the agritainment for recreation.

Table6Crosstablefortouristageandtravelpurpose

TravelpurposeRecreationExperienceoflifeEducationandlearningTastingdeliciousfoodsGet?together&socialengagementOthersTotalAgeYoungerthan14022000415-2411814312825-4429707715145-6467046124Olderthan658000008Total5424315163115

As shown in Table 7, through the significance test of the age and recreational activities of the agritainment tourists, the result was 0.002, indicating that the correlation between age and recreational activity is significant (smaller than 0.05). In other words, there is difference in the choice of recreational activities between different age stages of tourists, the original hypothesisH3holds true.

Table7ANOVAanalysisoftheageoftouristsandrecreationalactivities

SquaresumdfMeansquareFSignificanceInter?group17．67444．4184．5120．002Intra?group107．7181100．979Total125．391114

From Table 8, it can be seen that young people are full of vigor and vitality. Young people aged 14 to 25 have more choices for outdoor activities during their agritainment travel. For people older than 65, they are more likely to engage in some activities, such as drinking tea and chatting, fishing,etc.; farming experience was chosen mainly by young people aged 25-44.

Table8Crosstablefortouristageandrecreationalactivities

RecreationPlaychessandMahjongDrinkingteaandchattingOutdooractivitiesFarmingexperienceOthersTotalAgeYoungerthan1400301415-241420302825-4420915615145-648961024Olderthan65142018Total302646103115

5 Conclusionsandrecommendations

5.1ConclusionsTaking the local residents of Huangpi District of Wuhan City as the research object, we explored the basic characteristics of the agritainment tourists, including gender, age, occupation, educational level, income and other factors. We selected the choice of destinations of the tourists, choice of information channels, and choice of recreational activities before, during and after the agritainment travel. The empirical analysis results show that hypothesesH1-H3pass the test, indicating that age is an important factor affecting the choice of travel destinations, choice of information channels, and choice of recreational activities. There are differences in the choice of travel destinations, information channels, and recreational activities between tourists of different ages. Therefore, is recommended that operators of agritainment can set up entertainment activities according to different age of tourists and transmit information to the right tourists in the right place. The purpose of agritainment travel is mainly recreation. The most important factor when choosing agritainment is the natural environment and sanitation conditions. The agritainment is mainly favored by self-driving crowds at weekends and holidays, and the consumption is mainly on food and beverages. Therefore, road traffic, accommodation environment, and dining conditions are also important factors influencing consumer evaluation. The acquisition of information channels for agritainment travel is mostly achieved through paper media and friends and relatives. Among them, verbal transmission is a main way, and the rate of return of tourists is high. Therefore, it is of great importance to improve the reputation for the agritainment operators.

5.2Recommendations

5.2.1Strengthening overall planning and management. In the past, there was no overall planning for the agritainment in the whole district, and the entry threshold for agritainment was relatively low, leading to blind development, chaotic development, and chaotic construction in surrounding areas of rural areas and scenic spots[17]. Besides, the ownership relationship of tourism resources is complex, and the industry management of tourism is difficult for the owners of resources to play a normative and restrictive role. This will also lead to unfair competition among agritainment operators, and it will also cause agritainment operators to abandon environmental protection and care only about their immediate interests[18]. Therefore, the overall planning and unified management of the agritainment should combine with the beautiful natural environment of Huangpi, allowing nature to bring more benefits to the farmers.

5.2.2Enriching projects and implementing diversified marketing. (i) Enriching projects. The existing agritainment tourism products are single and mainly remain at satisfying demands of tourists for catering, and the experience, participation, and interest of agritainment are inadequate[19]. For differences of tourists of different ages in the choice of agritainment travel purpose and recreational activities, it is necessary to take the stage of age as the basis, and design suitable recreational activities according to characteristics of different age of tourists[20]. For example, for the knowledge needs of children under the age of 14, it is recommended to set up some meaningful scientific education activities. For the 15-24 year-old young people, it is recommended to set up various outdoor activities such as mountaineering and off-road activities according to their full of vitality and risk-taking characteristics. For young adults aged 25-44, they have high pressure of life and work and want to relax in the agritainment activities, so it is recommended to set up some relatively relaxing and enjoyable recreational activities, such as picking fruits, singing and dancing. For the 45-64 year-old middle-aged and elderly people, it is recommended to limit their recreational activities to play chess and mahjong, guide them to some outdoor activities such as fishing. For people older than 65, it is recommended to set up some collective activities according to their demands of emotional sustenance. (ii) Implementing diversified marketing. The above survey results show that the main channel for tourists to obtain agritainment information is the recommendation of friends and relatives, few obtaining information through formal and centralized propaganda. The lack of marketing limits the agritainment to a small area, which is not favorable for the expansion of the agritainment[21]. In order to pass information to tourists of different ages, the agritainment operators can take more use of the current new media channels such as Weibo and WeChat to convey information to tourists rapidly[22]. Besides, the agritainment operators should strengthen website information construction.

5.2.3Improving quality and management. The agritainment in Huangpi District is still at the starting stage. Farmers have a strong sense of participation. However, due to changes in tourist demands and markets, it easily leads to soliciting and cheating of tourists[24]. It is necessary to improve the professional quality of farmers and improve their management. In the aspect of improving service quality, the agritainment service should not be too rigid, but should maintain the natural and pure nature of rural areas. In addition, it is recommended to hold a professional attitude and provide professional services in dispute settlement and protection of consumer rights[25]. It is recommended to take quantitative assessment of the service personnel, strengthen the quality training of service personnel, use polite language with hospitality, and make tourists feel at home.

5.2.4Raising funds and upgrading infrastructure. Tourists are not very satisfied with the sanitation conditions, accommodation conditions, catering facilities, and roads and other infrastructure of the agritainment. To improve the comfort of tourists, it is recommended to raise funds through multiple channels and gradually improve the infrastructure[26].

5.2.5Guiding tourists to have reasonable consumption. At present, the consumption structure of agritainment tourists presents a phenomenon that the small consumption of food, accommodation, transportation, and destination takes up a large portion on tourism consumption, while the consumption of recreation and purchasing takes up a little portion. This is caused by the lack of characteristic recreational activities, few kinds and low quality of tourism shopping products, and difficult to meet the needs of tourists[27]. The rationalization of tourism consumption structure should be guided by the development of high-quality tourism and recreational products and the promotion of tourism shopping. Combining the reality of agritainment tourism, building and developing a tourism and recreational culture with farmer characteristics is an important means to develop recreational products.

6 Discussionsandprospects

In this study, we mainly analyzed the influence of consumer age on consumer behavior and decision-making, and income, occupation, educational level, and consumer preference. These are important factors that affect the consumption of agritainment tourism. Therefore, further study of the above factors will further expand the breadth and depth of the research on China’s agritainment consumption model. Besides, the data in this study are only cross-sectional data. In future, it is recommended to collect time series data. Due to limitations in capabilities, funds, time, and vigor, the scope of the questionnaire survey in this study is not yet extensive, and the data representativeness and statistical analysis results are not ideal, which will limit the overall understanding of the tourism decision-making process and influencing factors of agritainment tourists. In future, it is feasible to take advantage of other methods and perspectives to make further studies, and analyze the consumption behavior of agritainment tourist with the aid of findings of many disciplines, so as to deepen the connotation of this research topic.

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