With the development of leisure agriculture and consumer behavior, more attention should be paid to consumer experience. Based on the data of 2004 and 2019, this paper makes a comparative analysis on the tourism behavior of leisure agricultural tourists in Xuzhou, studies the process of behavior change, and uses the Heckman two-step model to analyze the impact of tourists' internal characteristics on the consumption behavior of leisure agricultural tourists. The empirical results show that: in the past 15 years, there have been great changes in the way tourists collect information, and the Internet has become the main information collection tool; the evaluation criteria of tourists have basically not changed, but the satisfaction has improved significantly; the gender, age, occupation, education level and family structure of consumers have no significant impact on whether they choose leisure agricultural travel; the income level will have an impact on tourists' behavior Significant impact. The conclusions of the study are as follows: first, the use of Internet information channels to increase publicity; second, aiming at the internal characteristics of tourists, targeted customer precision marketing; third, to promote the supply side structural reform of leisure agriculture and promote the high-quality development of the industry.

随着休闲农业的发展和消费行为的发展，更应该重视消费体验。本文基于2004年和2019年的数据，对徐州休闲农业游客的旅游行为进行比较分析，研究行为变化的过程，并采用Heckman两步模型分析游客内在特征的影响。休闲农业旅游者消费行为研究. 实证结果表明：15年来，游客收集信息的方式发生了很大变化，互联网成为主要的信息收集工具；游客评价标准基本没有变化，但满意度明显提高；性别、年龄、职业、消费者的文化程度和家庭结构对是否选择休闲农业旅游没有显着影响；收入水平会对游客的行为产生重大影响。研究结论如下：一是利用互联网信息渠道加大宣传力度；二是针对游客的内在特点，有针对性的客户精准营销；三是推进休闲农业供给侧结构性改革，推动产业高质量发展。针对游客的内在特点，有针对性的客户精准营销；三是推进休闲农业供给侧结构性改革，推动产业高质量发展。针对游客的内在特点，有针对性的客户精准营销；三是推进休闲农业供给侧结构性改革，推动产业高质量发展。