A Study On The Factors Influencing The Rural Tourism Based On Tourists' Value Perception

In the era of mass tourism,the growing density of urban population,accelerating pace of life,serious pollution of air,increasing prominent of haze phenomenon stimulate people's want to return to nature,enjoy a short return to the wilderness.Statistics show that by the end of 2014,the number of rural tourism in China reached 1.2 billion people,the corresponding income reached 320 billion,accounting for 10% of the total income of domestic tourism revenue.Without any doubt,rural tourism continues to heat up,attracting more and more attention.The increasing support efforts from government,increasing investment from enterprises,increasing research efforts from scholars will definitely be a strong driving force to the development of rural tourism.In 2017,the Central Committee No.1 Document leak out an important arrangements for the development of rural tourism.The CPPCC and CPC clearly put forward the task of vigorously developing rural tourism.At present,rural tourism is integrating with region-based tourism,supply-side reform and pro-poor tourism,ushering in the window period and opportunity period in the a new time.The development of rural tourism depends on the theoretical study on it,a plentiful of research is a necessary condition for the rapid and stable development of rural tourism.With this stance,the paper is based on the perception of tourists' value,under the guidance of attractiveness theory,tourist value perception theory,tourism motivations theory and tourism experience theory,reading a large number of related literature.Referring to the five to eight elements tourism value perception model,this paper points out that landscape value,service value,emotional value,social value,utility value and cost value are six elements of rural tourism value perception and develop systematic indexes to describe them and raise up six hypothesis.Besides,the empirical is carried out by means of questionnaire and analyzed by IBM SPSS19.0.According to the conclusions,the research put forward four corresponding suggestions at the end of it.In content,this article can be divided into three parts,including theoretical research,empirical research,conclusions and suggestions.The theoretical part is comprised by the research introduction,research background,research purpose and the research method etc.What is more,this part also analyze the concepts of rural tourism and value perception,and puts forward the theoretical basis of this study.Finally,literature review of rural tourism research and value perception research is put forward,and six hypothesis are raised up after that.In empirical part,the research data are collected and analyzed by IBM SPSS19.0.The correlation analysis,variance analysis and multiple linear regression analysis are used to verify the hypothesis.After the data analysis,mathematical model between variables is proposed.The third part is based on the research results,research conclusion and suggestions to enhance the perceived value of rural tourism are put forward,research deficiencies are declared,research prospects in the future are also stated.