Research On The Relationship And Difference Of Rural Tourism Farmers Perception, Attitude And Behavior Intention

Rural tourism is one of the important contents of tourism research in China. Development rural tourism have been widely recognized that it has positive effects in the adjustment of agricultural industrial structure, improve rural village, increasing farmers’ income and employment.Under this background, Analysis on the mechanism of rural tourism participation behavior from the perspective of tourism perception, Can not only enrich the theoretical knowledge of rural tourism research, Can also be specific to understand the development situation of rural tourism, farmers motivation to participate in tourism, attitude, behavior intention and other information. Has an important role in understanding and guiding the development of rural tourism and practical activities.This article using the related knowledge of the theory of planned behavior, combined with the previous variable research on tourism perception, attitude and behavior intention of farmers’ participation in rural tourism activities, from the perspective of farmers’ perceptions of tourism, Through the actual investigation in rural areas, constructed a theoretical model of rural tourism farmers’participation behavior analysis and 5 hypothesis test. Then through the questionnaire pretest analysis and readjust the contents of the questionnaire, followed by descriptive statistics and factor analysis in the formal investigation data, the correction and the theoretical model and research hypothesis based on factor analysis, finally adjusted 7 research hypothesis. Finally,use variance analysis, correlation analysis, regression analysis and other methods to verify the research hypothesis and theoretical model. The research results show that:farmers’ perception of tourism has significant effect of tourism attitude and behavior intention; Travel attitude has significant positive effect on the effect of tourism behavior intention; The perception of tourism through the tourism attitude effect tourist behavior intention; The different individual characteristics of Farmers has significant differences on the perception of tourism, tourism attitude and behavior intention.At last, on the basis of hypothesis test results, clarify the relationship between tourism perception, tourism attitude and behavior intention, and the interaction mechanism between them.And based on it, put forward 5 development proposals from the management system reform, rural cultural resources protection and development of rural tourism, farmers participate in the fair allocation of rural tourism, enhance the comprehensive quality of talents, improve the tourism infrastructure and the construction of harmonious tourism environment, in order to provide guidance and help for the sustainable development of rural tourism.