Empirical Research On The Influencing Factors Of Tourists’ Rural Tourism Decision-making

As the "rich and health era" is becoming, city life pressure makes people the spirit of high tension, and people pay more attention to health problems. Rural tourism is far away from the city, which closes to nature, and the environment is quiet, so it is the effective channel of regulation of physical and mental health. Therefore rural tourism is highly favored by tourists. In addition, rural tourism development is a response to the spirit of the18th CPC National Congress, to speed up the necessary means of urbanization construction. Rural tourism can improve the development of rural economy, realize the farmer takes off deficient to become rich, solve the rural surplus labor, and promote the establishment of rural social undertakings and social security system. However, for rural tourism, what are the real needs of the tourists? They focus on what aspects on rural tourism decision-making? How to meet the demands of rural tourist’s value. Therefore, to study the factors, which have impacts on their rural tourism decisions-making are particularly important.The main problem to be solved in this study is to find out all the factors which influence tourists’ rural tourism decision-making and also evaluate the size of those influences. Firstly, on the basis of Community participation theory, stimulus-response theory and cognitive decision theory and also basing on the previous theoretical model by other scholars, this study put forward the factors’ model of tourists’ rural tourism decision-making and also proposes the corresponding research hypotheses. Secondly, using literature analysis, interviews and questionnaires as the main methods and taking tourists who have rural tourism experience and who have been intended to carry out rural tourism activities as the main targets of investigation and research, we released400copies of survey questionnaire and371effective copies are received. Finally, I modified the theoretical model constructed through factor analysis by SPSS software and SEM analysis by AMOS17.0.The conclusions of the study are as following:1) There exits8factors that influent tourists’ rural tourism decision-making through factor analysis by SPSS software, which are positive recommendation of reference group, market promotion, price level, rural feature, environmental atmosphere, safety&health, traditional tendency of individual, cognitive of rural.2) Among the8factors, there are7factors which have distinctive impact on tourists’ rural tourism decision-making through the SEM analysis. The hypothesis H3"The price level factor negatively influence tourists’ rural tourism decision-making" doesn’t get support. The ranking of their influencing importance are as following:traditional tendency of individual, market promotion, rural feature, positive recommendation of reference group, environmental atmosphere, safety&health, cognitive of rural. Among them, the most important3factors are traditional tendency of individual, market promotion, rural feature; and the least important influencing cognitive of rural.3) Besides, the influencing factors are not of significant differences among tourists of different sex, different ages, different degrees, different occupations and different educations when they are making rural tourism decisions.4) Finally, the study put forward some management suggestions from four perspectives. They are increasing market promotion, creating rural characteristics and harmonious rural tourism atmosphere, Optimizing safety and health.