Abstract: In order to understand the residents'' cognition and participation willingness to take part in leisure agricultural tourism in Yantai and fill the gaps of the related researches, based on the consumer perspective, study is carried out by means of questionnaire and scoring method. The results show that the residents'' cognition on picking style leisure agricultural tourism (picking fruits and vegetables) belongs to a low level, and there is a wide consumer market for this tourism item. The related departments and tourism organizers should raise the residents'' cognition level of picking style leisure agricultural tourism by enhancing the promotion of picking style leisure agriculture tourism, so as to attract more people to take part in the picking style leisure agricultural tourism. Based on consumers'' willingness, project organizers of picking tourism should design correspondingly different levels of tourism products and tourism forms, different levels of consumer prices to meet the needs of more consumers.