CAJ | 학술논문

随着休闲农业市场竞争的加剧，了解游客的自身惯性与多样搜寻态度等情境变量对旅游公平与游客行为的影响规律，满足游客多变的需求，公平对待游客，避免游客的流失是休闲农业产业发展面临的一个重要研究课题。通过对福建省三个休闲农场游客的问卷调查和样本的统计分析发现：游客知觉的公平越高，产生正向行为的可能越高；游客的自身惯性并未显著干扰旅游的公平与旅游行为，但游客的多样搜寻态度会对其造成影响。因此，休闲农场的经营者应充分了解自己的主要游客群，提升游客知觉的公平，并及时调整农场的旅游行程与人际互动方式，进而提高游客的重游率推荐意愿。
수착휴한농업시장경쟁적가극，료해유객적자신관성여다양수심태도등정경변량대여유공평여유객행위적영향규률，만족유객다변적수구，공평대대유객，피면유객적류실시휴한농업산업발전면림적일개중요연구과제。통과대복건성삼개휴한농장유객적문권조사화양본적통계분석발현：유객지각적공평월고，산생정향행위적가능월고；유객적자신관성병미현저간우여유적공평여여유행위，단유객적다양수심태도회대기조성영향。인차，휴한농장적경영자응충분료해자기적주요유객군，제승유객지각적공평，병급시조정농장적여유행정여인제호동방식，진이제고유객적중유솔추천의원。
With the increased competition in leisure agriculture, to know the rule of the situational variables affecting the travel fair and tourists behavior, to meet the various needs of tourists and treat them fairly, to avoid the loss of tourists become the main issues in the development of leisure agriculture. By doing a survey and statistic analysis on three leisure farms in Fujian, the thesis finds that： first, the more tourists feel fairly treated, the more positive their behavior would be; second, it is the diverse search rather than tourists＇ habits that influence the travel fair or travel behavior. Thus, the owner of the leisure farm should first be well aware of his customers, raise their cognition of travel fair as well as adjust the itinerary and communication modes so as to raise tourists＇ re-visiting wills.