Research on the Influence of Online Community and Website on the Participating Willingness of Recreational Agricultural Tourism——Based on AISAS Model
Currently,the infrastructure of recreational agriculture in China is relatively well-developed,with diverse development models that have gained significant attention from consumers.However,there are still issues such as insufficient exploration of rural characteristic resources and limited diversity in promotional content and methods.Online communities and websites play a crucial role in online search and information gathering,making them important factors influencing consumer participation in recreational agricultural activities.The purpose of this study is to explore the impact of online communities and websites on the willingness to participate in recreational agricultural tourism.This study establishes the AISAS model to validate the relationships between interest(which includes nature and humanities,entertainment experience,infrastructure),search(online communities and websites),and behavior(consumer willingness to participate in tourism).The results indicate that the more interested consumers are in the nature and humanities,entertainment experience,and infrastructure elements of recreational agriculture,the more likely they are to search for relevant information on online communities and websites.As a result,their willingness to participate in recreational agricultural tourism becomes stronger.Therefore,the information provided by online communities and websites about tourist attractions places a positive impact on consumers'intention to participate in tourism.Establishing online communities and websites can effectively promote consumer participation in recreational agricultural tourism.Based on the above conclusions,the study proposes the following policy recommendations:strengthening the construction of online communities and websites for recreational agriculture,enriching the ways to promote information about the nature and humanities elements of recreational agriculture,and expanding the search channels of online communities and websites for recreational agriculture.
online communitywebsiterecreational agricultural tourismtourism participating willingnessAISAS model
国家科技期刊平台
NSTL
万方数据
