Analysis on the change of tourists' leisure agricultural tourism behavior and the influence of individual intrinsic characteristics

With the development of leisure agriculture and consumer behavior, more attention should be paid to consumer experience. Based on the data of 2004 and 2019, this paper makes a comparative analysis on the tourism behavior of leisure agricultural tourists in Xuzhou, studies the process of behavior change, and uses the Heckman two-step model to analyze the impact of tourists' internal characteristics on the consumption behavior of leisure agricultural tourists. The empirical results show that: in the past 15 years, there have been great changes in the way tourists collect information, and the Internet has become the main information collection tool; the evaluation criteria of tourists have basically not changed, but the satisfaction has improved significantly; the gender, age, occupation, education level and family structure of consumers have no significant impact on whether they choose leisure agricultural travel; the income level will have an impact on tourists' behavior Significant impact. The conclusions of the study are as follows: first, the use of Internet information channels to increase publicity; second, aiming at the internal characteristics of tourists, targeted customer precision marketing; third, to promote the supply side structural reform of leisure agriculture and promote the high-quality development of the industry. (c) 2021 The Authors. Published by Elsevier B.V. on behalf of College of Management, National Cheng Kung University. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/ licenses/by-nc-nd/4.0/).