Study On The Factors Influencing Rural Tourism Orgnization Models Choice

This dissertation starts with an introduction to the definition, types and influence of rural tourism, which provides the base for the whole research. The following literature review includes Tourism Development Stage Theory, Tourist arela cycle of evolution, Stakeholder Theory, Sustainable Development Theory. Based on the analysis, the factors which determine the organization mode can be analyzed from three layers:the first layer concerns the tourism destination, including internal and external factors; the second layer contains factors of resource, destination development characteristics, residents'individual characteristics, district, management, economy, politics and demands; the third layer concerns 34 specific factors. After consulting and interviewing several scholars, the author modifies the model. According to the types of investors and operators, this dissertation categorizes the organization modes into three types:"government + farmer", "enterprise + farmer" and "farmer + farmer".The author distributes questionnaires in 91 villages around Hangzhou and the results are compiled using SPSS version 15.0. Descriptive analysis, Chi-square analysis, and logistic regression analysis are conducted to analyze the relation among the variances. A model is established to describe the factors which may determine the organization mode of rural tourism. Based on the model, a deeper analysis is done to analyze the interactions among the factors in all these modes. At last, the author points out the shortcomings of the research and puts forwards some suggestions and expectations for future research.