The Study Of The Peasant’s Decision-making Behavior On The Family Farm Tourism In Suburb

In recent years, the issues of agriculture, farmer and rural area have been an significant factor impacting the economic and social development in our country, Along with release of the Documents No.l in2013, family farms come to be an emerging focus. The exploration of the family farm enriches the commercial activities of the rural tourism and is going to be a new power accelerating the social and economic development in the rural areas. Being the developer, operator, administrator of the family farm, the peasants’decision-making behaviors will greatly influence the healthy and sustainable development of the family farm tourism. By the means of structural equation model, this paper quantitatively studied the relevant factors that influence the peasants’decision-making behaviors and its function mechanism. Besides, the family farms in Jiangxiang town and Huangma village in suburb of Nanchang city will be taken as the specific research objects, which will benefit the theoretical system’s extension of the family farm research, enrich the field of the rural tourism research and contribute to the sustainable development of the family farms in the suburb areas in Nanchang.(1) With the method of literature analysis and expert consultation, this paper constructed a farmer’s decision-making conceptual model for the family farm tourism. This model is made of four exogenous variables, namely, basic conditions of the planning, government’s efforts in support, influence perception of tourism and peasant’s abilities in planning and two endogenous variables, namely, peasant’s attitude of planning and peasant’s decision-making, which involves32index factors such as the regional economic level, increasing economic income and educational level etc. The conceptual model assumes that the basic conditions of the planning, influence perception of tourism and government’s efforts in support respectively exert significantly positive impacts on the peasant’s attitude of tourism planning, so do the peasant’s attitude of tourism planning and peasant’s abilities in planning to the peasant’s decision^making of planning.(2) After conducting an empirical research in Jiangxiang town and Huangma village and applying the method of reliability analysis and validation factor analysis, it seems that the13observed variables including regional economic level, destruction of villagers relationship etc. influence the model’s composite credibility for the reason that their normalized factor loading is less than0.5.The overall degree of adaptation for the revised model mostly reaches the corresponding standard. Only two indicators, GFI(0.89) and NFI(0.87) did not reach the standard value(0.9). As a result, the entire model works well.(3)Both the development attitude and ability of peasants restrict their development and decision-making behaviors which exert obviously positive influence. The development attitude is more influential (0.407), while the development ability is less influential (0.352). The perception of tourism impact has the largest influence on peasants’attitude to participating in tourist development (0.448) and has remarkable positive influence. The economic benefit is the most influential followed by social effect perception. Cultural effect impacts least. The basic condition of development has relatively less impact on peasants’participating attitude, demonstrating indistinctively positive influence (0.106). Compared with several influence factors, government supporting has indistinctively negative relation with peasants’development attitude (-0.07).(4)Theoretical and empirical analysis based on peasants’decision-making behavior of family farms. In order to promote the sustainable development of family farm tourism, the following three aspects are necessary to be implemented:Firstly, peasants’ awareness of participating in family farm should be enhanced and tourist economic benefit of family farm should increase so as to create a good social effect and accelerate the positive perception of tourism for peasants of family farms. Secondly, government should strongly support and optimize peasants’ development environment through increasing subsidy, optimizing financial policy and improving land policy. Third, it is necessary to complete talent security mechanism, strengthen technical guidance training, improve peasants’comprehensive quality, and intensify peasants’participation skills.