The Influence Factor Of Rural Tourist Consumption Behavior Research

With the rapid development of the national economy,the third industry is rapidly rising and developing.The process of urbanization is accelerating,and the rural tourism is also born.It will return to the natural scenery of the pastoral as the theme,and the momentum of development is more rapid.Relying on rural areas,rich rural tourism with distinctive characteristics,agricultural production activities,customs,culture,customs and so on as an attraction,the diversified leisure tourism functions are integrated into the country,which is generally accepted and loved by most tourists.Due to the squeezing of urban space,more and more urban residents tend to travel in the countryside.Based on the theories of customer behavior,customer psychology and marketing,this paper has laid research and analysis on customer behaviors of tourists in the tourism,and relevant factors that affect such kinds of behaviors,particularly with a research sample of inhabitants in Hebi City.The research on the characteristics of rural tourism consumer behavior shows that the revisited tourist is an important approach to the source of tourists in the rural tourism.To begin with,research approaches of literature study and theoretical research had been used to analyze and discuss the relevant items including characteristics of rural tourism,its tourists and their motivation for tourism.Then the previous researches on the influencing factors of consumer behavior were presented and relaying on these research models,the consumption behavior model of rural tourist was construction.Next,the empirical research was based on the collection and arrangement of the original local tourism data from Hebi.Combined with the characteristics of decision-making process,the descriptive statistical analysis of samples showed that most of the investigated tourists were local female urban dwellers,whose age were mainly between 41-65 years old.Most of them had received higher education such as college or above and possessed higher salaries.The main source of tourist information came from their relatives and friends,and most of the tourists were willing to travel with family members by driving their own cars for 2-3 days.The results also found that the farmyard has become the most popular destination and many tourists chose farmyard for meals and accommodation,with the travel consumption budget was about medium level.According to these founds,the tourism motivation was the decisive factor affecting consumption behavior.So,factor analysis,variance analysis and logistic regression were used to analyze the travel motivation and revisited behavior of tourists.It was concluded that the calm and relaxed rural environment had a high impact on the motivation of rural tourists,and the rural tourism products and environment were positively related to the revisited behavior.Last but not least,in the view of the mentioned results of empirical research and analysis,this paper focused on the characteristics of tourists'consumption behavior in the surrounding rural tourism area and tried to put forward the countermeasures and suggestions to establish the rural characteristic products,create the excellent rural tourism environment and resources,and perfect the construction of rural infrastructure.