Research On The Relationship Between Rural Tourism Experience Value And Tourists' Well-being

The report of the 19 th National Congress pointed out that the main contradiction in our society has been transformed into a contradiction between the people's growing need for a better life and the development of an inadequate balance.Tourism as the top of the five major happiness industries,it plays a vital role in satisfying the people's growing needs for a better life and enhancing people's well-being.Travel makes life happier that becomes the mission and industry development direction of tourism.At the same time,under the policy backgrounds of beautiful villages,precise poverty alleviation and village revitalization strategy,the countryside has become an important destination for mass tourism,and rural tourism has developed rapidly with its resource advantages.However,in order to realize the development of high-quality rural tourism,rural tourism destinations still need to further develop and intensively use tourism resources,and enhance the tourism-oriented rural tourism by developing high-quality rural experience tourism products and combing the rural tourism experience value structure system.Experience the perception of value,improve the satisfaction of tourists and enhance their local attachment.On this basis,the level of happiness of tourists will be continuously improved,thus realizing the goal of happiness-oriented rural tourism industry development.The research on how rural tourism makes life happier should be based on the corresponding theoretical construction.In view of this,it is necessary to deeply explore the key characteristics of rural tourism experience value,to conceive the dimension of rural tourism experience value,and to develop the rural tourism experience value scale,And build a rural tourism experience value structure system;on this basis,explore the intrinsic relationship and influence mechanism of rural tourism experience value and tourists' well-being,clarify the factors that interfere with its influence path,and exploring the mediation and regulation of the relationship between tourists' satisfaction,local attachment and tourism involvement;and analyze the demographic characteristics and consumption behavior types of rural experience tourists to clarify the behavioral characteristics of rural experience tourists and their differences in the level of well-being.Therefore,it is necessary to deeply explore the intrinsic relationship between the value of rural tourism experience and the happiness of tourists.Based on the review of the literature,this study finds that some scholars have achieved certain theoretical construction and empirical research on rural experience tourism,tourism experience value,tourist well-being,tourist satisfaction,local attachment,and tourism involvement.The research progress is mainly reflected in the preliminary discussion and wide recognition of the research topic of that tourism makes life happier;the theoretical construction of rural experience tourism and tourism experience value has achieved certain research results;tourist satisfaction is to reveal the value of rural tourism experience and The relationship of well-being provides a theoretical framework;local attachment provides an analytical framework for revealing the influence of village on the well-being of tourists;tourism involvement research opens up a new perspective for tourists' emotional and behavioral research.However,previous studies have certain limitations,mainly in the following: Research on tourism makes life happier that less extended to rural tourism research;experience value research has not yet expanded to rural experience tourism research;rural tourism experience value The intrinsic relationship with the well-being of tourists has not attracted much research attention;the research on the Authentic Well-being of tourists and their differences are still lacking.These research limitations provide an entry point for this research,based on Customer Experience Theory,Customer Value Theory,Well-being Theory,Customer Satisfaction Theory and Local Theory,etc.This study proposes four aspects of research:Firstly,conceive the structural dimension of rural tourism experience value and design the rural tourism experience value scale to build a rural tourism experience value structure system.Based on grounded theory analysis method to explore the structural dimension of rural tourism experience value,and develop its measurement scale;through exploratory factor analysis(EFA)for item optimization and factor identification,determine the factor structure of the scale,through confirmatory factor analysis(CFA)verifies the reliability and validity of the scale,draws a definitive rural tourism experience value scale,and builds a rural tourism experience value structure system.Secondly,a hypothetical model for constructing the intrinsic relationship between the value of rural tourism experience and the well-being of tourists.Based on the literature analysis,the conceptual model of the relationship between the value of rural tourism experience and the well-being of tourists is preliminarily derived,and the research hypothesis is derived through theoretical reasoning,The impact of various dimensions of rural tourism experience value on the various dimensions of tourists' well-being,assumptions of intermediary and regulation of tourist satisfaction,local attachment and tourism involvement,construct a research hypothesis model.Thirdly,a hypothetical model for examining the intrinsic relationship between the value of rural tourism experience and the well-being of tourists.The questionnaire survey method was used to empirically analyze the intrinsic relationship and influence mechanism of rural tourism experience value and tourists' well-being.The influence of rural tourism experience value on tourists' well-being was tested.Tourist satisfaction,local attachment and tourism involvement were investigated.Intermediary and regulation,and based on the test results to form a model of the relationship between the value of rural tourism experience and the well-being of tourists.Fourthly,explore the differences in the well-being of tourists in the context of rural experience tourism.Through the analysis of the large sample questionnaire survey data,the behavior characteristics of rural experiential tourists are explored,and the differences of demographic characteristics on the well-being of tourists are explored.Through cluster analysis,the differences of tourists' well-being in different consumption types are discussed.The distribution characteristics of tourists' well-being level in different consumption types are obtained.In view of the above research content,this research has carried out empirical research using literature analysis,in-depth interviews,grounded theory,expert consultation,questionnaire survey and other research methods.Among them,25 in-depth interviews were conducted on the theme of rural tourism experience value,four questionnaire surveys were conducted: The first questionnaire survey was conducted to explore the exploratory factor of the rural tourism experience value scale,and a total of 238 valid questionnaires were obtained.The second questionnaire surveys were conducted to verify the factor of rural tourism experience value scale,and 305 valid questionnaires were obtained.The third questionnaire survey was conducted for the overall scale pre-test,and 127 valid questionnaires were obtained.The fourth survey was conducted.A large sample survey of the overall scale was conducted,and a total of 610 valid questionnaires were obtained.After empirical analysis,the following four conclusions are drawn:Firstly,the value of rural tourism experience consists of five dimensions.This study through open coding,selective coding,theoretical coding of in-depth interview data,and continuous comparison with previous studies,the rural tourism experience value from functional value,situational value,emotional value,social value and the economic value,consists of five dimensions,including a total of 18 measurement items.Secondly,there is a nesting mechanism for the relationship between the value of rural tourism experience and the happiness of tourists.This study reveals in depth the internal relationship and mechanism of the relationship between the value of rural tourism experience value and the happiness of tourists:(1)Functional value directly affects the happiness of tourists;(2)Situational value directly affects the happiness of tourists which is not significant,but directly affects the tourist satisfaction;(3)Emotional value directly affects the tourists' happiness,and indirectly affects the tourists' happiness through the tourist satisfaction and local attachment.To adjust the impact of emotional value on the happiness of tourists;(4)Social value directly affects the happiness of tourists;(5)Economic value directly affects the happiness of tourists,and through tourist satisfaction,places Attachment indirectly affects the happiness of tourists,and tourism involves the negative impact of economic value on the happiness of tourists.Thirdly,the rural experience tourism behavior is diversified.Through the analysis of 610 research samples,this study believes that the rural experience tourism motives are diversified;Rural experience tourism is mainly based on family self-driving tourism,in addition to being mainly short-and medium-distance,it also presents a certain proportion of long-distance tourism;In addition to pastoral sightseeing,it also presents a certain proportion of leisure vacations and rural residences;tourism demand is often based on experiential products,and is diversified;rural experience tourism has become a frequent parade for tourists.Therefore,rural experience tourism is a diversified development trend as a form of tourism that people gradually prefer.Fourthly,rural holiday tourists have a higher level of well-being.This study has obtained three types of tourist well-being: high level,general type and low level.On the travel time,the high level is mainly concentrated on vacation and winter vacation;On the days of travel,high level The type is mainly concentrated in 3-4 days.Therefore,this study believes that rural holiday tourists who choose to travel during vacation time and stay longer have a higher level of well-being.The innovations expected in this study are as follows: Firstly,this study extends the experience value to rural experiential tourism.Dimensional conception,scale development and structural system construction of rural tourism experience value based on grounded theory is an extension of previous research;Secondly,this study reveals in depth the internal relationship between the value of rural tourism experience and the well-being of tourists,and the mechanism of influence.It is an extension of that tourism makes life happier in the field of rural tourism research;Thirdly,this study will introducing Authentic Well-being to the research of well-being of tourists,it is believed that the tourists' perception of the value of rural tourism experience will affect the tourists' positive emotions,experience participation and meaningfulness,which is an extension of the study of the well-being of tourists in the past;Fourthly,it discusses the behavioral characteristics of rural experience tourists,which is a supplement to the previous research on rural tourism behavior;Fifthly,based on the rural experience tourism situation,it explores the difference of tourists' well-being with different demographic characteristics and consumption behavior characteristics.This study uses scientific and rigorous research design to conceive the structural dimension of rural tourism experience value,constructs and verifies the internal mechanism of the relationship between rural tourism experience value and tourist well-being,explores the behavioral characteristics and happiness of rural experience tourists.The level of difference has made some theoretical progress.On the other hand,this study has important practical implications for why rural tourism sites and how to improve tourists' experience value,satisfaction,local attachment,and happiness.In the follow-up study,it is still necessary to further apply the rural tourism experience value scale to the evaluation of the experience value of rural tourism,and further verify the conclusion of this study based on different tourism situations and specific research areas.