中文摘要：

基于苏州农业旅游的问卷数据,运用探索性因素分析、逐步回归分析、聚类分析和单因素方差分析方法,深入探讨苏州农业旅游游客感知评价,比较不同类型游客感知差异.研究发现,农业旅游游客感知划分为6个因子比较合理,总体满意度与感知因子之间存在显著的正相关关系,资源环境因子对总体满意度的影响最大,游客感知在人口统计学特征上存在差异性.根据游客感知因子可以将农业旅游者划分为4种类型,不同类型旅游者总体满意度均值存在显著差异,同时性别是影响不同类型游客感知差异的主导因素.在研究结论的基础上,给出一些建议供农业旅游决策者参考.

英文摘要：

The purpose of this study is to observe factors related to overall perception and understand segment char-acteristics based on perception.Agricultural tourism market segmentation was considered important as valuable marketing tool for promotion.According to the first-hand investigation data,taking Suzhou City as an example, tourists' perception and visitor types of agricultural tourism destination were discussed using statistical analysis methods.Exploratory factor analysis,stepwise regression analysis,cluster analysis and one-way anova were applied to analyzing the perception of agricultural tourism development and comparing perception discrepancy of different types of tourists in Suzhou City from the perspective of urban residents.The results were as follows:1)A six-factor model of perception used to estimate overall satisfaction was testified reasonable.2 )The positive correlations be-tween the overall satisfaction and perception factors were statistically significant.The resources and environment factor,the sightseeing projects factor,the shopping factor and the public facilities factor have more influence on over-all satisfaction by stepwise regression analysis.3)There were significant differences between demographic charac-teristics of tourists' perception.Female group and student group more depended on transportation and public facili-ties.It demonstrated that different groups have different special needs.4)This study also attempted to segment vis-itor types using a cluster analysis based on delineated perception factors.5 )Means on the overall satisfactions had significant differences of different visitor types,while gender was a dominant factor affecting tourists' perception.In order to promote the development of agricultural tourism in Suzhou City,it is necessary that the government should make a scientific planning design and pay attention to vulnerable groups' needs.