| In the process of China's modernization,the consumption attitude of rural residents has shifted quietly,which can be expressed as an optimization of the consumption structure,namely a significant increase in consumption of exhibition and development.However,data from the National Bureau of Statistics for the past decade shows that the proportion of tourism consumption of the group does not witness a consistent upward trend.This study selects three villages in different modernization processes in Henan Province as the case sites,and sets rural residents as the research target,as well as takes the ABC attitude model as the basic framework,answering the following questions:(1)Revealing villagers' current situation of rural residents' consumption,regardless of surviving consumption,enjoying consumption and developing consumption.(2)Figuring out the rural residents' characteristics of tourism consumption.Understanding their tourist cognition,tourism affection and tourism behavior,and whether there are similarities and differences in tourism consumption attitudes of rural residents in different modernization processes.(3)The main factors of affecting rural residents' attitude of tourism consumption in the three villages are another task.Discussing how economic,cultural,and social factors separately affect residents' attitudes of tourism consumption.(4)Whether and how the economic,cultural,and social factors interact to influence rural residents' attitudes of tourism consumption is an in-depth study of the previous issue.The author believes the traditional method of rural sociology to enter households and face the daily life of villagers to collect data is reliable.This micro-level field research on three case sites lasted more than four months.A total of 506 valid questionnaires and 55 interview samples were recovered.In this study,three quantitative analysis softwares such as SPSS19.0,Amos17.0,and Ucinet6.0 were used to process the questionnaire data,and the discourse analysis method was used to process the interview text data.The final conclusion on the aforementioned research question is as follows.(1)On the whole,the consumption structure of rural residents in the three cases has shifted from survival-oriented consumptionto enjoyment and development consumption.The difference is that N village with the highest degree of modernization has apparently incorporated tourism spending into their “hedonic”consumption areas,while the other two cases do not.(2)Rural residents in three cases have different attitudes towards tourism consumption.The residents of N village named “Super Village” have positive tourism cognition,positive tourist affect and high intentions for tourism behavior.The residents of M Village have positive tourism cognition,positive travel emotion and low intention for tourism behavior.The residents of G village in “hollow villages”have positive tourism cognition,negative tourism emotion,and low intentions for tourism behavior.(3)The level of income is the primary economic factor that affects the attitude of rural residents to tourism consumption.However,the stability and sustainability of the income structure that maintains their income level is the most vital economic factor that really influences the attitude of tourism consumption.Only when rural residents think that their high income level is supported by a stable and long-lasting income structure will they show high intentions for tourism behavior.(4)In N village,stable and sustained income has motivated residents of the village to include tourism consumption in the “hedonistic” consumption sector.At the same time,the stronger the “amphibious” consumption culture held by residents of the village,the more they tend to hold Positive tourism cognition,positive tourism emotion,and high tourism behavior intention.The villages of M and G are different.Both of these villages' degree of modernization and overall economic development also lag behind of N village.Correspondingly,the stronger concept of "amphibious" consumption culture held by residents of two villages,the more they tend to hold negative tourism cognition and tourism emotion.(5)Economy,culture,and individual behavior are not completely independent.When rural residents' income level remains relatively consistent,the "amphibious" consumption culture has a more pronounced effect on rural residents' tourism cognition.When rural residents' income levels are low,it is difficult for them to show their enthusiasm and interest to tourism consumption.More importantly,even these people hold active tourism emotion,but still not incorporated tourism into the “hedonic” consumption field,this active affect will be weakened by the “amphibious” consumption culture that they hold,and it will also weaken the positivepull effect of the income level and the stable and lasting income structure on the intention of tourism behavior.(6)When the interpersonal relationship and the "amphibious" consumption culture,income level and income structure act together on the attitude of tourism consumption,it plays a corresponding regulatory effect.The author's research shows that as a regulated variable,in the case of M Village,the whole network has a moderating effect on the interaction of income level,income structure,"amphibious" consumption culture to tourism consumption attitude,while N Village and G Village are not.Next,as a moderating variable,individual network has a moderating effect on the interaction of income level,income structure,and "amphibious" consumption culture to tourism attitude in the N village,M village,and G village cases.The reason is that since the Reform and Opening,the occupations of the vast majority of rural residents in China have undergone significant differentiation,and the villages in different stages of the modernization process have different share of the various occupations of the villagers.Villagers have different types of individual networks because of their different occupations.There are significant differences in interpersonal communication.Their understanding and acceptance of new things(such as tourism)also show differences.Then,the innovation of this research lies in the selection of topics,through microscopic analysis of the three village cases in Henan Province,to get a preliminary conclusion: If you want to let the rural residents truly travel delightedly,letting them feel that they really have "free money" and "have free time" is the correct solution.The author believes that this conclusion has solemnly put forward requirements for the construction of the national social security system and other aspects.When the academic community is discussing "consumption escalation",it must strengthen meticulous research on rural residents.Obviously,our efforts are far from enough.In terms of research methods,this paper comprehensively applied quantitative and qualitative research methods.In terms of research scope,this paper combines Western social network analysis with traditional Chinese interpersonal relationships and tourism consumption research to form a sociological explanation of the attitude of rural residents to tourism consumption,and broadens the scope of application of social network analysis in tourism research.Of course,there are still some deficiencies in this article.Forexample,the use of participatory observation did not go deep into the daily life of residents of N Village and G Village,and it needs to be further studied. |
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