A Study On The Characteristics And Influencing Mechanism Of Rural Residents' Tourism Consumption In Developed Areas

Rural residents’ tourism consumption will be the important support of the transformation and upgrading of consumption, and new growth point of the rural residents’consumption potential under the new normal. The value system of rural residents’consumption is in the division, being reconstructed and evolving in the face of conflict between the western modernity and the traditional Chinese culture under the background of rapid transformation, which produces an important impact on rural residents’tourism consumption behavior. The rise and behavior change of the rural residents’tourism consumption are parts of the rural transformation, is also a perspective to understand the transformation. The research of tourism consumption behavior has always been a hot spot at home and abroad, but the urban residents are the main research object The research of rural residents’tourism consumption is weak, and focuses on the research from the economic perspective.Therefore, this paper, based on the background of transformation of urban and rural areas, taking Southern Jiangsu countryside as the study area, the rural households as research unit, and tourism consumption behavior as the research object, follows the research idea of status quo and characteristics, influence mechanism, value orientation and policy suggestions. The paper discusses rural residents’tourism consumption behavior characteristics, mechanism and value orientation of the developed rural areas, and puts forward the relevant policy suggestions.The paper is composed of five parts. The first part (Chapter one, two and three) is the theoretical basis. The contents of which consist in the research background, targets and significance, research idea and structure, research area, review research progress, and then define the basic concept and constructing theoretical basis and framework. The second part (Chapter four, five and six) is the empirical research. Firstly, the part describes and evaluates the characteristics of the rural residents’tourism consumption behavior concerning the tourist behavioral pattern, tourism consumption level and tourist behavioral intention, then takes the comparison of characteristics in the three aspects of family form, economic variables, and geographical environment. Secondly, the part builds the mechanism analysis framework embedded family structure, analyzes and compares the influence factors of rural residents’ tourism consumption behavior and adjustment effects to reveal its mechanism. At last, the part puts forward the research idea and method on the relationship between values and tourism consumption behavior, refines the structure dimension of the value orientation of rural residents’ tourism consumption behavior (RTCV), and explores its structural features. The third part (Chapter seven) is policy suggestions. The part builds the regulation patterns of tourism consumption behavior and divides tourists’ type of the rural residents, and designs the related policy. The forth part (Chapter eight) is conclusion. The part sums up the main research results and refines the innovation points, and shortcomings and future research prospects.The paper, according to the survey data in Southern Jiangsu area, uses the methods including One-way ANOVA, multinomial Logit model, SEM and multiple-group SEM, the laddering method, multiple regression, et al., and draws the following conclusions:(1) The rural residents’ tourism consumption behavior in Southern Jiangsu area has its own characteristics in behavior pattern, consumption level and behavioral intention. Tourist behavior pattern is given priority to traditional tourism mode, but other behavior patterns also occupy a high proportion. Tourist flow characteristics are in line with the distance decay and 80% tourist market is distributed in the range of 250 km. Tourism consumption level is relatively low and structure remains to be perfect. Tourists have a strong behavior intention, however, their satisfaction is not high. Rural residents’ tourism consumption behavior has significant differences in household income, cultural level and family rurality. Especially the education degree and economic income can have inflection points, tourism consumption behaviors are largely different between before and after the points.(2) Tourism consumption behavior is influenced by multiple factors such as psychology, economy, culture and rural urbanization. Perceived tourist behavior control and tourism consumption identification are the psychological factors influencing tourism consumption behavior. There are different extents and directions of ratcheting effect, demonstrative effect, sensitive effect and preventive effect, which are semi-stable factors producing "bidirectional equilibrium effect". Household income and cultural level have significant impacts on tourism consumption behavior, and there are "inverted ’U’stage effect". The point of education level is high school education, tourism consumer behavior have significant changes before and after the high school education. After rural household income reaches after 30000 yuan, rural household has a significant tourism behavioral intention, and after reaching 70000 yuan, tourist behavior pattern and tourism consumption level also have significant changes. Economic and cultural can adjust significantly the path among perceived tourism behavior control, tourism consumption identification and tourism consumption behavior. The family rurality in Southern Jiangsu area is weak, and the rurality has significant influence on tourist behavior and consumption level, but no significant effect on behavior intention, and the adjustment effect is weak. However, rural transformation influence on rural society comprehensively and deeply, which produce "continuous reinforcement effect" on rural residents’tourism consumption behavior.(3) The structural system of the rural residents’tourism consumption behavior value orientation (RTCV) reflects the rural social transformation in Southern Jiangsu area, embodies the structure features of rural residents’consumption values in the tourism context. The RTCV has two different levels of consumer values and tourism perceived value. Consumption value consists of independent development, family emotion, material comforts and face image in the tourism context. Tourism perceived value includes emotional value, landscape value, cost value and social value. There has a better fitting relationship among tourism consumption value, tourism perceived value and tourism consumption behavior. The RTCV highlights the guidance and constraint of traditional value system, presents the characteristics of "traditional values and modern values" coexistence, shows the architecture of emotional first and face disconnected, and reflects the differentiation of tourism consumption value orientation.(4) The paper constructs the regulation pattern of tourism consumption behavior ("value orientation-context-behavior" embedded in individual or family structure). Value orientation, internal and external context and individual or family structure play the different roles in the regulation pattern. Based on the household income and education degree, the tourists of rural residents are divided into four types:passive economical tourists, passive luxury tourists, positive quality tourists, and positive budget tourists. We follow different solution thoughts and strategic levels, design public policies of the government and market policies of the enterprise.The innovations of the paper have three aspects. First is the research perspective, the paper researches the characteristics and mechanism of rural residents from the perspective of economy, culture, social psychology and rural transformation as result of the relatively weak research of rural residents’tourism consumption and too much attention to economics perspective. We especially discuss the values motivation of tourism consumer behavior. Second is theory building, the paper proposes and defines the concept of perceived tourism behavior control, builds the mechanism analysis framework of perceived tourism behavior control, tourism consumption identification and tourism consumption behavior. The paper clarifies the research idea of consumption values, perceived value and tourism consumption behavior, in order to explore value orientation of rural residents’ tourism consumption behavior. The paper constructs the regulation pattern of tourism consumption behavior, and expects to have a universal explanatory power to consumer behavior. Third is regional application. The rural area of Southern Jiangsu reveals the double consumption attributes and transition properties of urban and rural residents, which can better understand the betweenness and linkage between urban and rural tourism consumption behavior. The research can provide reference and enlightenment for the backward area of rural residents’ tourism consumption. We discuss the further research issues such as the selection of basic research unit, breadth and depth of the case research, the law of succession of consumer behavior and its influence on the value orientation in order to further improve the research of rural residents’ tourism consumption behavior.