Study On The Influence Of Rural Tourism Area Image To Tourists’ Behavior Intention

Rural tourism plays an important role in addressing the "San Nong" issue and the harmonious development of rural community. It can effectively increase farmers’ income, improve the rural landscape, promote communication between urban and rural area. Tourism destination image received extensive attention because of its impact on tourists’subjective feelings, behavior and travel decisions. However, few attention has been paid to rural tourism area image so far.This paper focuses on three aspects:The measurements and components of rural tourism area image; The influence of the components of rural tourism area image on tourist satisfaction, intention to recommend, intention to revisit and willingness to pay for a price premium.The empirical study was carried out among rural tourists in China and260valid questionnaires were obtained. SPSS19.0was used to apply to data analysis.The results show that:(1)Rural tourism area image is composed of7components, namely health and safety, core attractions, reasonable price, environment and atmosphere, participation, subsidiary attractions, accommodation services and facilities.(2)Among the7components of rural tourism area image, the core attractions, the environment and atmosphere, the accommodation services and facilities have significant positive influence on tourist satisfaction respectively.(3)As for tourists’ attention to recommend,the core attractions, the environment and atmosphere and the subsidiary attractions shows significant positive influence. As for tourists’attention to revisit, the core attractions, the environment and atmosphere, the subsidiary attractions and the accommodation services and facilities show significant positive influence. As for tourists’willingness to pay for a price premium, the subsidiary attractions and the accommodation services and facilities show significant positive influence.(4) Tourist satisfaction has significant positive influence on intention to recommend and revisit as well as willingness to pay for a price premium.(5) Tourists who travelled alone have lower satisfaction than those who travelled with others.