Empirical Research On The Influencing Factors Of Urban Residents’ Rural Tourism Decision-making Behavior

In this paper,we make an empirical analysis and research about the rural travel decision behavior factors of urban residents in the Minnan area.Considering the push&pull-factors and limited factors in the motive of urban residents’ travel,we use a quantitative analysis to explore the behavior about decision in countryside travel. Using descriptive statistical analysis,we summarized the demographic characteristics of the respondents of urban residents and rural tourism characteristic.We use the mean value in order to analysis influence of various factors in decision behavior of residents in rural travel.Using factor analysis,respectively,to explore common factors in rural travel motivation’s push and pull-factors.Cluster analysis is used to cluster the urban residents in rural areas,and the cluster is divided into three categories;in the use of correspondence analysis,we try to research the obvious links between demographic characteristics and tourism variables characteristic in three types of rural travelers. Finally, we draw the conclusion that the factors which influence the behavior of urban residents who want to rural tourism in the Minnan area through the research data:First,Decision Making behavior of urban village Travellers in Minnan region mainly affected by ten common factors.They are listed below:rural tourism service environment,rural tourism resources,science education,rural tourism promotion,social intercourse of travellers and enjoy the leisure of travelers,travelers’ tour and enjoyment,rural travel tourism security,rural tourism products and rural travel costs. Second,rural travellers can be divided into 3 types:preferred rural trips,unnecessary about country-type trips and positive for rural trips.Thirdly,there are differences between various rural travellers in demographic characteristics and travel behavior.Otherwise,taking enterprises,travel agencies and government into consideration,we try to put forward related strategies and recommendations on rural tourism development.