The Research On Uncivilized Behavior Of Rual Tourists

This paper mainly focused on the influencing factors leading to tourists’ uncivilized behavior, which has not been fully appreciated in rural tourism. By combining the theoretical and empirical methods, the service quality, tourism environment and individual characteristic were analyzed with the influencing factor model established, aiming to enriching the tourism-related theory, help to decrease the unnecessary loss in the development process of rural tourism and increase the use ratio of facilities.Firstly, this article reviewed the relevant researches about rural tourism, uncivilized behavior and tourists’ uncivilized behavior in rural tourism, based on which the definitions about the three conceptions above were explicated, and at the same time, the Cube Theory and Service Quality Model were selected as the theory model for the whole paper.Then, through the group interview, the author conducted this investigation in the representative rural tourism attractions in the city of Xiangxiang, including Shuifu Temple, Maohu Villiage and so on, during this process,23kinds of uncivilized behavior were taken as the samples in this research. Based on first-hand data, the influencing factor model was established and the differences among staff and tourists in the three rural tourism attractions mentioned before were analyzed; what’s more, the hypothesis put forward in this paper were testified,which stated the relationships between the uncivilized behavior and tourism service quality, tourism environment and individual characteristics.According to the statistical results, the main conclusions in this paper were as follows: firstly, the perception, working ability, working attitude and prestige of rural tourism attractions are negatively related to the uncivilized behavior of tourists; secondly, the facility, degree of comfort and level of management are negatively related to the uncivilized behavior of tourists; thirdly, tourists’ environmental attitudes、subjective norm and their perceived behavioral control are negatively related to the uncivilized behavior. Under these circumstances, improving the service quality of tourism, optimizing the tourism environment and encouraging civilized behavior of tourists are the key emphasizes during later development process of rural tourism in the city of Xiangxiang.