| 摘要: |
| 目的 探索在地性理论在休闲农业服务中的应用，利用定性与定量研究范式对休闲农业服务的在地性设计模型及策略进行探究。方法 通过对在线文本的整理，采用扎根理论探寻休闲农业服务中体现的在地性元素并揭示这些元素之间的内在联系。此外，通过问卷调查，运用Kano模型明确各元素对游客而言的不同需求属性。结果 用户需求明晰、关联组织协同、核心价值挖掘、游玩流程完整、体验活动创新是休闲农业服务在地的核心类属;人文历史、生命要素、用户特征、合作网络等人与文化及人与人之间交流的属性是游客基本型和期待型需求的重要构成;包括技术场景打造、游玩过程优化在内的游玩流程属性，以及自然资源、农业生产在内的核心价值挖掘则是魅力型需求的重要构成。结论 通过对扎根理论及Kano模型得到的结果进行分析，最终产出相应的服务设计概念模型及设计策略，为休闲农业服务的在地性设计提供参考,提高游客体验的满意度。 |
| 关键词: 休闲农业 在地性理论 服务体验 策略模型 设计策略 |
| DOI：10.19554/j.cnki.1001-3563.2025.10.008 |
| 分类号: |
| 基金项目:2020年度国家社会科学基金艺术学项目(20BG130) |
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| Agriculture Service Design Strategy from Locality Perspective |
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ZHENG Gangqiang, LIU Lanyu, SUN Jiawei
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(Wuhan University of Technology, Wuhan 430070, China)
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| Abstract: |
| The work aims to explore the application of the locality theory in leisure agriculture services, and use qualitative and quantitative research paradigms to explore the local design models and strategies of leisure agriculture services. Firstly, the data was sorted through online comments, and the grounded theory was used to discover the local components of leisure agriculture services and the relationships between them. Secondly, the Kano model was used to distinguish the need attribute categories of different elements for tourists through questionnaire survey. Clear user needs, collaboration with related organizations, core value mining, complete play processes, and innovative experience activities were the core categories of local leisure agriculture services; attributes of communication between human and culture as well as interpersonal communication, such as humanistic history, life elements, user characteristics, and cooperative networks, were important components of tourists' basic and expectant needs; game process attributes including technical scene creation, game process optimization, and core value mining including resources and agricultural production were important components of charming needs. In conclusion, through the analysis of the results obtained from the grounded theory and the Kano model, the corresponding service design conceptual model and strategy are finally produced, providing a reference for the local design of leisure agriculture services and improves tourist experience and satisfaction. |
| Key words: leisure agriculture locality theory service experience strategic model design strategy |
