Study On Influencing Factors Of Tourists' Choice Of Intention In Traditional Village Bed And Breakfast

As China began to enter the leisure era,taking the city as the main body,it set off a trend of “global tourism”.The rural tourism industry has been booming,and the traditional village houses with strong historical and cultural features are particularly eye-catching.Therefore,the research on the tourism market of traditional villages and bed and breakfasts is particularly important.As an important part of the tourism market,the potential tourists have become the key to tourism marketing.The choice of destination is the focus of tourism behavior,but China's per capita income level determines that the types of tourists in our country are mostly seeking for new models,and the rate of revisiting is not high.Therefore,this article takes potential tourists as the research object,and takes the traditional village and bed and breakfast as the tourist destination.It analyzes which factors of the destination will influence the potential tourists' choice intention.This article combs relevant literature and combines actual research and interviews with previous research to form a survey questionnaire of influential factors of choice in traditional village houses.Through SPSS 22.0 and AMOS 17.0 statistical analysis software,the exploratory factor analysis and confirmatory factor analysis were used to purify the sample data.The four scales of the questionnaire were dimensioned and the reliability and validity of the scale was tested.Using the independent sample T test and one-way ANOVA,correlation analysis,regression analysis and structural equation model analysis to verify the hypothesis of this paper,the results are as follows: The destination image has a significant positive impact on the choice intention,tourism value,and tourism cost;The tourism value has a significant positive effect on the choice intention.The tourism cost has a significant negative effect on the choice intention.The tourism value plays an intermediary role between the destination image and the choice intention,and the indirect effect has greater influence than the direct effect.The tourism cost did not play an intermediary role between the destination image and the choice intention,and the demographic characteristics had some influence on each variable.