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.

Leisure agriculture;Behavior change;Heckman model