CORRELATION BETWEEN ECO-AGRICULTURAL TOURISM COGNITION AND SATISFACTION FROM THE POINT OF PERCEPTUAL VALUE

The environment in China has diverse and special natural landscapes, ecological environment and multi-cultural tourism resources, which are conducive to develop tourism industry. Government units also list tourism as the key development industry. Since environmental resources have their own limitations, how to develop sustainably under limited environmental resources has become an important issue for tourism. In recent years, with the improvement of people concept of ecological conservation, this new type of tourism has begun to attract attention. Ecotourism is not only a new tourism trend, but also a new market with development potential. The sample of this study was for the ecotourism tourists in Anhui Province to issue questionnaires. 500 questionnaires were totally issued, and 388 valid questionnaires were received, the effective recovery rate was 78%. Based on the results, the authors hope to provide relevant research to the relevant industry to understand the perceived value of ecotourism and the reasons for satisfaction, and increase the willingness to repurchase. It can also provide reference for future government-related policies.