Participation Willingness And Role Practice Of Rural Elites In Tourism Development

Rural revitalization calls for the return of elites and the introduction of foreign talents.Compared with ordinary villagers,rural elite have advantages in many aspects.Rural tourism as an important engine of rural revitalization,its development is inseparable from the high participation of community members.The rural elites play the roles of rule advocate and industry leader,research on the participation willingness and role interpretation of rural elites in rural tourism development has an important impact on rural economy,society,culture and environment.In this paper,based on the theory of planned behavior,social role theory,and social gender theory,by means of questionnaire and semi-structured interview,selected representative and in its early stage of development of rural tourism destinations,discussed the participation willingness and role deduce of the rural elites.The purpose of this paper is to predict the behavior participation,role presentation and function play of rural elites in tourism development,and to provide a basis for the cultivation and absorption of rural elites in tourism destinations by discussing the influencing factors of participation willingness and role presentation of rural elites.This paper mainly draws the following conclusions:In rural tourism destinations,the elite sex ratio is not equal,and the male elite still accounts for the majority.In terms of age,most rural elites are between 31 and 60 years old,and the number of people over 60 years old is significantly higher than that between18 and 30 years old.At least half of the rural elites have a junior high school degree or above,while the proportion of those with a junior college or higher is still low.A high proportion of rural elites are willing to participate in rural tourism.In terms of participation,they mainly hope to enter rural tourism through economic participation and cultural participation.Lack of willingness to participate is mainly limited by the objective conditions of individuals and families and the lack of funds,professional knowledge and skills.Logistic binary regression model was used to study the influencing factors of elite's willingness to participate in rural tourism.It was concluded that the influence of individual characteristics,family characteristics and behavioral attitude was not significant,while the influence of subjective norms and perceived behavioral control on participation intention was relatively significant.Different types of rural elites participate in rural tourism with different roles.Before and after participating in rural tourism,the political elites have changed their roles from employees of private enterprises to spokesmen for rural interests,showing the characteristics of weakened utilitarian role and enhanced expressive role.They have learned their roles by consulting with the villagers,learning advanced external experience,and actively striving for special funds.The foreign economic elites with multiple identities have shown the "role cluster" of deep-rooted diet-culture excavators,ruralcultural industry developers,and employment advocates for rural residents.The main reasons for their success in playing multiple roles are accurate grasp of market demand,good at handling political relations,and good at mobilizing and integrating resources.The role of social and cultural elites is consolidated after participating in rural tourism.The factors influencing the presentation of different types of elite roles are different.For the political elite,the initial role positioning and the expected cognition of the role have an impact on its role presentation.For the economic elite,the way of capital reproduction affects its role.