农户对休闲农业的认知及参与意愿研究*——基于山东省615份农户调研问卷的实证

FARMERS′ COGNITION AND WILLINGNESS TO PARTICIPATE IN LEISURE AGRICULTURE* ——BASED ON THE SURVEY OF 615 FARMERS IN SHANDONG

关键词:  农户休闲农业农户认知参与意愿影响因素

Key words:  farmer  leisure agriculture  farmers′ cognition  willingness to participate  influencing factors

摘要:

［目的］文章以山东省615位农户调查数据为依据，就农户对休闲农业的实际认知水平和对休闲农业的参与意愿进行实证分析。［方法］运用二元Logistic模型检验影响农户参与休闲农业意愿的因素。［结果］（1）借助公共媒体、村委会及亲朋好友等信息渠道，农户对休闲农业的认知状况较为理想，休闲农业的经济功能、社会功能和环境功能均得到了农户的较高认可； （2）农户参与休闲农业经营的意愿较强，有7350%的农户表示未来愿意参与或继续参与休闲农业的经营； （3）受教育程度、风险承担能力、劳动力数量、资金支持、交通区位、旅游资源、对休闲农业的认知、宣传推广、前景预期、亲友的“示范作用”和组织化程度等因素对农户的参与意愿具有显著性影响。［结论］山东省农户参与休闲农业经营的意愿受多种因素的影响，为了提高农户的经营意愿，促进休闲农业的发展，依据研究结果，提出针对性政策建议。

Abstract:

In recent years, leisure agriculture has attracted more and more attentions. Based on the survey data of 615 farmers in Shandong province, this paper makes an empirical analysis on the actual cognitive level of peasant households to leisure agriculture and their willingness to participate in leisure agriculture. This research investigated farmers′ cognitive level of leisure agriculture, and used binary logistic model to analyze the influencing factors of farmers′ willingness to participate in leisure agriculture. The results showed that (1)With the help of public media, village committees, friends and relatives and other information channels, the farmer had a better understanding of leisure agriculture. The economic, social and environmental functions of leisure agriculture were highly recognized by farmers. (2)Farmers had strong willingness to participate in the management of leisure agriculture. About 73.50% of them expressed willingness to participate in or continue to participate in the leisure agriculture in the future. Whether farmers who had not yet participated in the leisure agriculture or those who had participated in the leisure agriculture, their willingness to participate in or continue to participate in the leisure agriculture in the future was relatively strong.(3)The factors such as education degree, risk bearing capacity, labor force, capital support, regional location, tourism resources, cognition of leisure agriculture, publicity and promotion, prospect expectation, "exemplary role" and organization degree had a significant influence on the willingness of farmers to participate. On the whole, farmers′ willingness to participate in leisure agriculture is influenced by many factors. In order to improve farmers′ willingness and promote the development of leisure agriculture, this research puts forward corresponding policy recommendations based on the research findings.