Analysis of Factors Influencing the Satisfaction Degree of Leisure Agricultural Parks Management Based on Binary Logistic Model

Abstract

Degree of satisfaction, which plays an important role in management optimization of agricultural parks, is a major index that reflects the management level of a leisure agricultural park. Fenglekui Park, which is located in Zhengzhou city, Henan province, China, was the research object of this study. The study collected the data concerning the satisfaction degree of 978 tourists through a survey and set up the binary logistic regression model of management satisfaction and influential factors. These influential factors mainly covered four aspects: characteristics of tourists, external conditions, landscape quality and service quality. The results showed that the target tourist groups of the agricultural park should be selective and it is very important to strengthen the propaganda targeted at urban tourist groups and highly educated visitors, because this will help modify the structure of tourists and increase the revenue. The factors influencing the degree of satisfaction with park management which are arranged in a decreasing order of significance are: price level, agricultural landscape, agricultural culture, external ecological environment, service concept, infrastructures, amenities and products offered. The degree of satisfaction with park management can be enhanced effectively by improving the factors. In this study, the relationship between the satisfaction with leisure agricultural park management and influential factors was analyzed by setting up the Binary logistic regression model, which can provide a basis for management optimization of leisure agricultural parks.