The Study On The Influence Mechanism Of Rural Women's Participation In Rural Tourism Behavior

The development of rural tourism is one of the important ways to implement the strategy of Rural Revitalization.In the process of rural tourism development,only the rural residents become the actual participants,it is possible to achieve the strategic goal of increasing farmers' income and rural revitalization through the development of rural tourism.At present,the main force of the rural labor force is the left-behind women,so the willingness and participation behavior of the rural women have a more significant impact on the development of rural tourism.However,in the process of rural tourism development,the constraints of traditional ideas and most rural tourism areas have unreasonable distribution of interests and lack of relevant policy support,excluding the farmers,especially in the rural women's participation mechanism,so that the rural women have not been actively and effectively participate in the development of rural tourism.Therefore,it is very important to pay attention to the mechanism of rural women's participation in rural tourism development.Based on the villages in Guangdong province,this study selected rural women as the research objects,and mainly studied the main factors that influence rural women's participation in rural tourism development and what is the relationship between these factors and how to influence behaviors of rural women? Based on planned behavior theory,this study researched the effect of rural women's participation in rural tourism behavior mechanism from affective attitude,instrumental attitude,important support,family status,external resources family relationship and behavioral intention.The more positive attitudes,the more important support,the higher family status,the more external resources,the more harmonious family relationship,rural women may form a more positive behavior intention to participate in rural tourism.In the empirical study,according to the list of Guangdong A-class tourist attractions and the China's beautiful and leisure countryside in 2016,a questionnaire survey was conducted on rural women in ten villages in Guangdong province,and a total of 239 valid samples were obtained.The study uses the SPSS17.0 and Amos software for descriptive statistical analysis,reliability validity analysis and correlation analysis,and then uses the regression equation model to test the hypotheses.By the statistical analysis of questionnaire data,it came to following conclusions:(1)By descriptive statistical analysis,rural women are mainly young and middle-aged women,and they're less than education.There were significant differences in the mean value of the participation of rural women in different ages.In the same situation,rural women aged 31 to 50 were more likely to participate in behavioral intention.(2)The people's importance support,affective attitude,external resources and family relationship have a direct and significant positive influence on rural women's participation in rural tourism behavior,while instrumental attitude and family status have no significant influence on rural women's behavioral intentions.(3)Affective attitude plays an intermediary role in the influence of people's important support,external resources and family relations on rural women's participation in behavioral intention.Finally,this study analyzes the empirical results and proposes the following views to improve the rural women's intention to participate in rural tourism and to optimize the human capital of rural left-behind women.Firstly,we should attach importance to young and middle-aged women and make fully use of the workforce.Secondly,pay attention to rural women's education and training,improve women's self-cognition and self-confidence,and reduce their dependence on others.Thirdly,we should attach importance to provide the external conditions,employment platforms and incentive policies to ensure the stability of women's participation in rural tourism development.On this basis,the following four points are proposed:(1)To set up social work institutions and carry out rural residential projects.(2)The village women's association or women's organizations set up training workshops for rural women.(3)Actively introduce tourism projects,provide preferential policies,perfect the relevant public infrastructure.(4)Pay attention to the maintain the family relationship,strengthen communication and build a harmonious relationship,sister-in-law relationship and so on.In the end,the limitations of the study and the prospect of future research are also discussed.