Psychological and behavior features of agritainment consumers: An analysis based on psychological theory

Abstract

With the rapid economic growth, tourism becomes increasingly affordable in China. Agritainment, an emerging model of tourism, is immensely popular among the Chinese people. Starting with the consumption model of agritainment, this paper studies the demographic, psychological and behavioral features of agritainment consumers, in the light of psychological theory. To collect the relevant data, a questionnaire survey was carried out in an agritainment base of Shaoguan, China, using stratified sampling and random sampling. Based on the survey data, the author analyzed the status quo and existing problems of agritainment in the study area. The results show that agritainment consumers mostly aged between 18 and 45, holding college degree or above; the consumers acquire agritainment information through a single channel, mainly based on the comments of friends and relatives; the main travel purpose of agritainment consumers is to relax and enjoy the scenery. This paper provides the empirical model and reference data for the study of psychological behavior of agritainment consumers.