Study On Weizhou Island Rural Tourism Microenterprise Proprietors’ Place Identity Effects On Behavior Tendency

With the vigorous development of China’s rural tourism, rural tourism micro enterprise has become an important business dynamic, the operators’ positive behavior tendency, for the tourist destination of the economic, social, cultural, environmental, etc., of great benefit. Place identity reflects the people and places of special emotional connection, is an effective way to realize the harmony between human beings and nature, for the study of rural tourism micro enterprise provides a new perspective. Based on this, this paper from the perspective of place identity, through the empiric alstudy of Beihai Weizhou Island, using the theory of the relationship analysis of rural tourism micro business owners of place identity level and the local tourism development, the introduction of satisfaction as the intervening variable, to explore the relationship between place identity and behavior, and puts forward the effective ways to promote the development of local rural tourism.This article uses the research methods of literature analysis and ques-tionnaire survey, first to collecting, sorting and analyzing for the domestic and foreign scholars on place identity and behavior tendency research, on the basis of literature analysis and indepth interview constructed the place identity, satisfaction and behavior tendency scale. Then the questionnaire survey to Weizhou Islandrural tourism micro enterprise owners, using the analysis software SPSS and Amos to effective questionnaires of descrip-tive statistics analysis, reliability and validity analysis, factor analysis, cor-relation analysis and structural equation model analysis, constructing the theoretical model of the "place identity, satisfaction, behavior tendency", Verified the role of place identity, satisfaction and behavior tendency.Empirical analysis shows that:(1) rural micro enterprises owners of the place identity recognized by the cognitive identity, emotional identity, Willingness identity of three dimensions and Willingness identity> emo-tional identity>cognitive identity; (2) place identity in three dimensions on the behavior has a significant positive effect, the degree of influence of cognitive identity> emotional identity> Willingness identity; (3) place identity three dimensions on satisfaction has significant positive effect, the degree of influence of emotional identity> cognitive identity>Willingness identity; (4) satisfaction on behavior tendency has the positive influence; (5) satisfaction between the place identity and behavior tendency plays a part in Mediating role; (6) different individual characteristics (such as personal identity, age, culture degree, residence time, income) has a signifi-cant influence on place identity and its dimensions. Based on the conclu-sions of empirical analysis, this paper presents to promote the develop-ment of rural tourism of Weizhou Island by improving the rural micro enterprises owners place identity, strengthing rural tourism micro enterprise owners emotional identity and broaden the rural tourism micro enterprises owners participate in tourism development way.