Leisure Agricultural Tourism Product Development Based on Service Innovation Model

Abstract

Abstract. The service concept model based on the integration of innovation, combined with the characteristics of leisure agriculture tourism, and offer the leisure agricultural tourism service innovative ideas four factors as starting point, namely, service concept, customer interface, delivery systems and technology choices. Also point out the product development design from theme orientation, landscape system, culture, value-added services to create several innovative service offerings. IntroductionLeisure agriculture tourism is a new tourism which developed from a simple sightseeing tourism agriculture farm to vocation experience in 1980s. It based on sufficient development of agricultural resources and agricultural products which are full of tourism value, use natural resources, rural landscape resources, rural human and cultural resources, as long as add agricultural production, farmers living, traditional folk ceremonies to design, combine rural experience, ecological consumption with tourism integrated tourism forms [1,2].Currently, presentation of leisure agriculture tourism is wider, which contains tourism agriculture, rural eco-tourism, ornamental agriculture, "farm stay", etc [3]. Whatever the title, its essence is a rustic taste and traditional agriculture of leisure travel services, also the products of tourism services and innovative. This kind of innovation reflects the integration of the tourism product, customer, the experiential interaction of service provider and the development of market demand. Thus, the innovation is becoming the intrinsic motivation of flourishing and sustainable development of industry. Leisure agriculture tourism is characterized by the feelings of folkways when customers enjoy the tourism, and the combination of agricultural production, processing display and the sales, which make complexity of service and cultural synthesis very prominent. When leisure travel services market are increasingly convergence, innovative research for leisure agriculture tourism service has far-reaching significance for the development of industry and enhancing the quality of service.

The Influence of Environmental Values on Consumer Intentions to Participate in Agritourism—A Model to Extend TPB

“…Since 2010, China's tourism industry has experienced a high growth trend; according to research and China's Investment Strategy Report, this trend is also reflected in agritourism (Huang et al, 2014). Agritourism first developed from the simple practice of visiting agricultural farms for sightseeing and then grew to include vacation experience tourism in the 1980s (Wang and Zhang, 2016). Agritourism is mainly characterized by exploring agricultural production, processing, and sales, where customers experience folkways and enjoyable feelings from agricultural activities (Xingping, 2019).…”