The Research On Community Residents’ Participation Willingness And Behavior In Rural Tourism

Rural tourism industry has the vigorous development in our country, in the process of rural tourism development, local communities as direct stakeholders, their participation willingness and behavior affect the local tourism development to some extent, so the research of which is great significant. To explore the rural tourism development impact on the whole community and provide DaLiShu Village with better development opinions and suggestions, this paper chooses the typical community residents which are mostly local farmers in Dandong DaLiShu Village as the research object, by using the descriptive statistics analysis, factor analysis, correlation analysis, regression analysis, variance analysis and IPA analysis, mainly studies the local residents’ participation willingness in rural tourism and its influencing factors, motivation and behavior and their relationship, and the rural tourism’s impact on residents’ employment and income.This paper focuses on the contents as follow:(1) Through the analysis on DaLiShu Village residents’ participation willingness and its influencing factors, the paper shows that the residents’ willingness is growing higher with the higher available income and education degree, more communication between government and the villagers and more reasonable tourism policy.(2) The paper uses the factor analysis on participation motivation and behavior which extract three common factors respectively and shows that the residents’ decision-making behavior has a significant positive correlation with conformity motivation, the protection behavior has a significant positive correlation with responsibility motivation, and the interests maintenance behavior has no significant correlation with three motivations through the correlation analysis.(3) This paper analyzes DaLiShu Village residents in rural tourism employment and the influencing factors and concludes that the residents’ jobs in local rural tourism are mostly distributing in low industries, their working time is longer and very part of residents can’t guaranteed. It is of significantly influence on residents’ employment that education degree, vocational skills, wages, working hours, employment stability, safeguard measures of the rural tourism enterprises and the support of the government policy.(4) This paper analyzes the influencing factors’ importance and performance of residents’ income by using the IPA analysis and shows that the government initiatives, traffic condition, natural scenery and special policies’ importance have both importance and good effects in terms of increasing residents’ income. Revenue has importance but it’s really bad. Rental income, year-end bonuses, agricultural prices are not important but the realistic performance are also bad, they need further developing. The geographical position and folk custom activity are not important but the realistic performance are great.