Research on factors of marine ranch leisure fisheries development based on multiple orderly logit model

ABSTRACT

Based on the survey of 43 Marine ranches and 260 consumers, this paper uses the diversified and orderly Logit model to study the significant factors affecting the development of recreational fishery in Marine ranches.The study found that six factors, including consumer gender, individual economic strength, consumer demand for Marine pasture products, brand construction level of Marine pasture recreational fishery, online channel promotion level of Marine pasture recreational fishery and the impact of COVID-19 epidemic, had a significant impact on the development of Marine pasture recreational fishery.This paper divides tower into product development and brand building, marketing and daily operation three dimensions, suggest operators improve the level of recreational fishery product development and brand building, develop differentiation price, develop online channels, strengthen the whole process communication, innovation under the outbreak of daily operation mode, expand the market share, so as to enhance the competitiveness of Marine pasture recreational fishery. © 2022 SPIE.