On The Behavioral Intention And Mechanism Towards Rural Tourism Of Hefei Citizens

Recently,the development of rural tourism in full swing,there have been many forms of development such as farmhouse,leisure agriculture,ecological agriculture park,getting more and more tourists,attention and love.Rural tourism tourists mostly from the city,the city formed its own problems of rural tourism thrust,the rapid development of rural areas in recent years has brought rural tourism full of tension.So clearly the process of rural tourism behavior intention formed motives hinder what the mechanism of these factors affect behavioral intention between what is healthy for the development of rural tourism is very important.This paper selects Hefei citizens as potential participants in rural tourism as the research object,the main research is behavioral intention rural tourism before the occurrence of potential visitors and its influencing factors.This paper selects a new theoretical perspective,consumer decision theory based on MOA specific empirical research from the tourist point of view,the main research participatory public choice behavior factors that affect rural tourism activities.First,a questionnaire distributed through the network of Hefei urban and questionnaires to obtain first-hand data,including Hefei public rural tourism motivation,obstacles,investigate behavioral intentions and basic conditions.Secondly,using EXCEL for data collation,and SPSS software descriptive statistical analysis,reliability and validity analysis,factor analysis,correlation analysis,independent samples T-test and ANOVA,followed by AMOS software path analysis,Discussion on public participation in rural tourism behavioral intention,behavior intention of influencing factors and mechanism of action.Finally,the results and the theoretical basis of the actual situation and the development of rural tourism in Hefei combined make recommendations for the current situation in Hefei rural tourism market development and existing problems.Study conclusions are as follows:First,clear the specific content of the public in Hefei rural tourism and rural tourism motivation obstacles.Hefei people found the main rural tourism motivated by the experience of the knowledge of the needs,followed by the natural environment preferences,addition is based on relaxation,interpersonal communication,motivation nostalgia driven by human activity and the countryside alike.The Hefei for the public to participate encountered hinder rural tourism can be divided into individual inherent obstacles,interpersonal obstacles,structural impediments three levels,which is the biggest obstacle structural impediments include lack of time,rural tourism and the health and transport conditions,service and reception conditions.Second,verify the relationship and its mechanism of influence factors and behavior intention rural tourism between behavioral intention.The results show a positive impact of rural tourism rural tourism motivation behavioral intention,the stronger people's motivation to rural tourism rural tourism initiative is higher.Rural Tourism Rural Tourism hinder negative influence behavioral intentions,obstruction negotiation strategy positively affect rural tourism behavioral intentions,the two formed the opportunity factor in decision-making,control and self-efficacy by.High self-efficacy of the public in favor of rational decision-making behavior intention,when in face of rural tourism obstacles,more willing to negotiate on its strategy to reduce the impact caused by obstruction;low self-efficacy of selection is biased in favor of the public sensibility,often very vulnerable rural tourism hinder rather negative behavioral intention.Third,rural tourism behavioral intention of the selection process is also affected people's experience of rural tourism.Rural tourism experience rich people generally have a stronger motivation for travel,while preventing its face is also smaller,it has a stronger ability to participate in or to go among the rural tourism rural tourism do to actively promote and recommend.In this paper,the following suggestions for the development of rural tourism based on empirical findings:(1)innovative rural tourism products designed to meet the needs of the people travel.(2)enhance tourism marketing strategy,strengthen tourism motivation.(3)improve the rural tourism planning,tourism enhance public convenience and comfort.(4)enhance rural tourism construction and management,improve the quality of tourism each element.(5)implement reasonable leave system,rational consumer attitudes cultivate public.