Analysis on Participants'Behavior and Satisfaction in Allot Gardens in Beijing

Allot garden is an important form of urban agriculture. Agricultural experience is the main form of allot garden. Participants'satisfaction with service reflects the difference between anticipation and actual feel. Participants'high degree of satisfaction with service is the key factor of getting long-term competitive advantages of allot garden. Based on survey of 48 participants in 11 allot gardens from August to October 2012 in Beijing, this paper analyzes the participants爷personal characteristics, behavior condition and their satisfaction. Results show that groups being married, middle-aged, and with good education, advanced careers, middle and high income are the major participants in allot gardens. Their main purposes are to get healthy and organic food, return to pastoral life, experience farming and get interaction of parent and child. They often grow vegetables in allot gardens with family as a unit. Their information about allot garden mainly comes from relatives, friends and networks. The overall satisfaction of participants with allot gardens in Beijing is high, but the facilities and service still need to be improved. Finally, the paper suggests that the allot gardens should develop characteristic marketing program to improve participation of the core target group, and take measures to promote the participants'satisfaction.