Abstract

With China's rapid economic development and the urbanization, people's living conditions have greatly improved and rural tourism is becoming more and more common. In the process of rural tourism, there are many factors influence the decision making of consumers, especially the consumption of agricultural products. In this study, we try to analyze the decision-making behavior in rural tourism by using regression model. According to the result, it shows that urban residents' disposable leisure time is the key factor to influence the travel decision, at the same time, food safety and agricultural prices are also the main factors influencing the consumer decision-making.

Keywords:

Agricultural food, consumer satisfaction, decision-making, rural tourism,

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Competing interests

The authors have no competing interests.

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The authors have no competing interests.