摘    要  农家乐是从20世纪80年代开始从国内逐渐兴起的。在现今社会中，人们越来越追求着生活品质的提高，旅游也成为人们放松身心的最佳选择，而相比较其他旅游让人觉得计划繁琐时间紧张，农家乐这一旅游形式更加受到人们的青睐。农家乐作为一种新兴的旅游形式之一，是乡村人民向城市里的现代人提供的一种贴近自然以获得身心放松愉悦的休闲旅游方式。农家乐的兴起不仅可以推动当地旅游业的发展,也带动了当地农产品贸易等其他周边副产业的兴旺发展,为当地的农村经济发展方式提供了新的模式,也为广大农民脱贫致富提供了新的有效途径。近几年浙江及其周边城市，如湖州，发展农家乐旅游兴起，自从安吉县率先发展农家乐旅游并取得良好的经济与生态效益后,积累了一定的实践经验和发展模式,湖州其他县区的农家乐随之蓬勃发展起来。89962

    本文首先基于湖州农家乐影响因素和消费者消费意愿的理论背景为例，结合实际市场情况提出本文研究的问题。其次，围绕该研究问题对相关文献研究进行详细梳理和研究综述。第三，在文献回顾的基础上，探讨两者之间的实际关系，并对基于消费者视角下的农家乐影响因素进行分析，提出相应的研究问题与假设。再者，根据假设和因果关系设计相应的问卷，通过问卷调查的方式对消费者进行调查，收集、整理、分析数据，并对各个因素进行分析，定量得出基于消费者视角下的农家乐影响因素对消费者意愿的影响。本篇论文的研究方向有农家乐周边及内部环境差异，农家乐服务人员素质和质量，农家乐食材和食品安全，农家乐周边旅游资源和农家乐宣传力度这五个。找出农家乐发展中存在的不足，并进一步地提出相应的解决建议和展望。

毕业论文 关键词：农家乐； 消费意愿； 环境； 影响因素； 不足解决； 对策；

    Farmhouse is from 1980s began to rise from the domestic。 In today's society, more and more people pursue the improvement of the quality of life, tourism has become the best choice for people to relax, but compared to other tourism plans to make people feel tedious time, this form of tourism farmhouse is more favored by people。 As a new form of tourism, farmhouse enjoyment is a kind of leisure tourism which is provided by the rural people to the modern people in the city。 Development of farmhouse can not only promote the local tourism industry, but also led to the flourishing development of local agricultural products trade and other neighboring side of the industry, provides a new mode for rural economic development of local, also provides a new and effective way for the majority of farmers out of poverty。 In recent years, Zhejiang and the surrounding city, such as Huzhou, the development of rural tourism in Anji county since the rise, pioneered the development of farm tourism and achieved good economic and ecological benefits, accumulated experience and certain development pattern, Huzhou other counties farmhouse booming。源Q于W优E尔A论S文R网wwW.yOueRw.com 原文+QQ75201,8766

Firstly, based on the theoretical background of the influence factors of Huzhou farmhouse and the consumer's willingness to consume, this paper puts forward the problems in this paper。 Secondly, the study of the literature on the issue of a detailed study and review。 Third, on the basis of literature review, this paper discusses the actual relationship between the two, and analyzes the influence factors of farmhouse enjoyment from the perspective of consumers。 Furthermore, according to the hypotheses and the causal relationship between the corresponding design questionnaire, conducted a survey of consumers through the questionnaire survey, collection and analysis of data, and the various factors were analyzed, the quantitative impact on consumer willingness factors affecting consumer farm based on the perspective of the。 The research direction of this paper is the farmhouse and the surrounding environment differences, farm service personnel quality and quality of food and food safety, farmhouse, farmhouse tourism resources and publicity of the five farmhouse。 Find out the problems existing in the development of the farmhouse, and put forward corresponding suggestions and prospects。