A study on the influencing factors and improvement strategies of perceived value of recreational fishing customers on their willingness to revisit

As the main service target of recreational fishery operators, customers’ willingness to revisit has a profound impact on stimulating the rapid development of recreational fishery. However, there is currently little research on the influencing factors and improvement strategies of recreational fishery customers’ willingness to revisit from the perspective of perceived value. This article selects 500 customers participating in recreational fishing in Chun’an County and Xiangshan County, Zhejiang Province, China as the research objects, and uses the fuzzy set qualitative comparative analysis method to explore the influencing factors of recreational fishing customers’ willingness to revisit. Research has found that: (1) Economic value and experiential value play a core role in four conditional configurations that lead to high customer revisit intention, and are key factors affecting the high revisit intention of recreational fishing customers; (2) two conditional configurations lead to low revisit intention of recreational fishery customers, and the lack of economic value plays a core role in these two conditional configurations, which are the key factors affecting the low revisit intention of recreational fishery customers; (3) Based on the controllability of conditional factors, it can be concluded that providing economically applicable and experiential recreational fishery services is the best strategy to enhance customers’ willingness to revisit. This study, under the synergistic effect of multiple conditions, reveals the complexity of factors influencing customer revisit intention. Setting reasonable charging standards and improving customer experience are inevitable choices to enhance the revisit intention of recreational fishing customers.