Relationship between tourist perceived image of leisure agriculture and the tourist behavioral intention

Abstract

This paper aims to promote leisure agriculture and its products based on the psychology of tourists. Focusing a tourist destination of leisure agriculture in China, a questionnaire survey was carried out on the tourists with the aid of the Likert 5-point scale. Through factor analysis and regression analysis of the survey data, the author identified the dimensions of the tourist perceived image of leisure agriculture, and analyzed the relationship between the tourist perceived image, the tourist cultural identity, and the tourist behavioral intention. The results show that the tourist perceived image of the destination can be summarized as affective image, tourism products and services, tourism functions and environment; the tourist perceived image of the destination has a significant positive impact on the tourist behavioral intention; the tourist cultural identity directly affects tourist behavioral intention, and significantly mediates the relationship between the tourist perceived image and the tourist behavioral intention. The research findings enrich the theories on the images of tourist destinations and help to popularized leisure agriculture.