The Effects Of Rural Elite To Farmers’ Tourism Based On Social Network Analysis

With the rapid growth of China’s economy, the farmer’s life has been greatlyimproved. With the improving of the material conditions,the majority of farmers havethe desire to travel. With peasants’ strong travelling demand, farmers’ tourism markethas become an integral part of the tourism market.Domestic tourism current research focuses on farmers’ basic theoretical researchand market development research. The farmers travel consumer behavior researchaccounting for more than50%. Researchers study from the perspective of economics’analysis of consumer behavior, constraints farmers’ tourism market development andmarket development countermeasures. A simple economic theory does not solve thefarmers’ tourism market.The paper, based on extensive literature research to theories of psychology,anthropology, communication studies, selected a rural as a case, collecting "localelites define""Farmers travel status quo through questionnaires and interviews aboutthe form "" local elites tourism awareness, travel experiences, travel informationtransferring,"" local elites and peasants communication network "and otherinformation, and then apply the text data into the social network data analysis method,network density and centrality research. The innovation of this paper is to comparethe author selected a unique perspective: selecting the tourist’ close relationship withthe farmers of local farmers’ elite. From the interview and data analysis, it draws localelites using their position in the rural community of farmers have a significant impacton tourism. Local farmers promote cognitive elite tourist travel; local elite travelexperiences farmers have some informative information that farmers play a guidingrole in tourism; native elite and the farmers’ communication network is an importantchannel for tourist information. The research has a lot of impacts to the farmers’tourism marketing.