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An Empirical Study on Agritainment Consumption Behavior of Urban Residents —— A Case Study of Huangpi District of Wuhan City

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  • XIAO,Xiao

Abstract

Based on the theory of consumer behavior, with reference to theories of the tourism, according to EBM model in consumer behavior model, it analyzed the agritainment consumption behavior through building a three-stage model for the agritainment consumption behavior, namely decision stage before travel, travel stage, and evaluation stage after consumption. Taking the urban residents of Huangpi District of Wuhan City as the research objects, using SPSS software, it designed the questionnaire and conducted the survey of agritainment tourists, and analyzed basic characteristics of tourists and their consumption behavior characteristics. In conclusion, the age of tourists has a significant influence on their choice of destination, information channel, and entertainment activities. It 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.

Suggested Citation

  • XIAO,Xiao, 2018. "An Empirical Study on Agritainment Consumption Behavior of Urban Residents —— A Case Study of Huangpi District of Wuhan City," Asian Agricultural Research, USA-China Science and Culture Media Corporation, vol. 10(03), March.
    • Handle: RePEc:ags:asagre:275816
    DOI: 10.22004/ag.econ.275816
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    Keywords

    Agribusiness;

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