Research on the Evaluation of Agricultural Study Tourism Products from the Perspective of Tourists:

This paper takes Dujiangyan City, Chengdu,P.R.China, as the research case. Using the Analytic Hierarchy Process (AHP) as the core methodology, this study constructs an evaluation index system for agricultural study tourism products from the tourist perspective. Subsequently, using the collected tourist questionnaire data, the fuzzy comprehensive evaluation method (FCE) is applied to conduct a systematic assessment of the case site. Based on the evaluation results, targeted practical management suggestions are formulated. The results indicate that the overall evaluation of agricultural study tourism products in Dujiangyan City is satisfactory (scoring 74.923/100), falling between "average" and "good", yet falling short of an "excellent" rating. Specifically, the analysis of individual dimensions reveals significant variation: The Dujiangyan Agricultural Study Tourism Base demonstrates excellent performance in study tourism experience evaluation (A1, score: 80.366) and study tourism value evaluation (A2, score: 75.243), indicating that core aspects of the current management scheme exhibit high quality and have cultivated core competitiveness. However, pronounced deficiencies exist in study tourism facilities (A4, score: 69.284), study tourism services (A5, score: 68.99), and agricultural theme fit (A6, score: 68.502), resulting in the "overall" score failing to reach an "excellent" level.