Decision Making Behavior Of Rural Residents In Xinxiang Based On Structural Equation Modeling

Xinxiang city has always been known as the "Northern Pearl" in the North China Plain.In recent years,rural tourism market has a promising prospect with the development of domestic economy.In order to explore tourists motivation of rural tourism and its value demands for the city,the development and upgrading of rural tourism products based on an in-depth understanding of rural travel consumption psychology was needed to better guide the rural tourism destination marketing,enhance its function and structure optimization,improve the scenic attraction,and achieve rapid development of rural tourism.Therefore,the rural tourism decision-making behavior of urban residents in Xinxiang has been analyzed and studied.To study and screen the key factors of decision making behavior of residents,totally 12 observation indexes were selected,and the decision-making behavior of urban residents in Xinxiang was analyzed from 4 dimensions.A tourism decision-making model based on structural equation analysis using AMOS analysis was constructed.The results showed that residents' influence on tourism decision making was strongest through tourist expectation,travel strategy and scenic image.Income,leisure time and occupation were the most important determinants for residents' travel decision-making behavior.The image of scenic spot has the most direct influence on the residents' tourism decision-making,followed by tourism expectation,which indicated that the scenic area itself was the direct factor for tourists to make the final decision.The travel strategy mainly influenced the decision-making behavior through the tourism expectation,so that the total influence of the tourist strategy was greater than the tourism expectation.Therefore,improving residents' income and brand awareness will have a positive impact on the formation of urban residents' travel decisions.On the whole,the direct influence and total influence of residents' condition on tourism decisionmaking was the highest influencing factor,followed by the image of scenic spots.The direct influence and overall influence of tourism expectation and tourism were low.Scenic spots,brand awareness and scenic spots,prices and service levels and other scenic spots had the biggest direct influence on tourism decisionmaking behavior.Therefore,on the one hand,improve the income level,adjust the holiday system;on the other hand,improve brand awareness and service level,will positively influence the tourism decisionmaking behavior of residents,promoting the prosperity and development of the tourism industry.Network recommendation is an important indirect factor in tourism decision making.The scenic area management department should increase the area of online publicity and accuracy,speeding up the tourism e-commerce platform construction,improving the network reputation of scenic spots,and encouraging residents to make a final decision.Scenic spots,brand awareness and scenic spots,prices and service levels and other scenic spots had the biggest direct influence on tourism decision-making behavior.Improving the brand awareness and service level of scenic spots will directly affect the tourism decision-making behavior of urban residents in Xinxiang.The scenic area management department should manage to meet the market demand,through the design of personalized boutique tourist routes and service packages,providing one-stop travel services for residents,improving the ecological environment,diversifying product development scenic scenic characteristics,and grasping the needs of the residents.Only in this way can we create a green,ecological and leisure tourism for the environment and atmosphere,making tourists an unforgettable scenic impression.