Research On The Influencing Factors Of Tourists' Rural Ecotourism Decision-making

Tourism Geography,as an active part of Geography and an important branch of Human Geography,mainly studies the relationship between tourism activities and geographical environment.It is also an interdisciplinary subject that is closely related to Natural Geography?Economic Geography?Tourism Science?Agronomy?Ecology?Psychology and so on.At present,tourism geography research focused on tourism destinations,especially tourism resources,while tourism channel and tourist research is lagging behind.It focuses on the tourists,the main body of tourism activities,from the perspective of Tourism Geography and its main contents include tourist decision-making behavior,spatial behavior and behavior law.By taking Yunnan province as an example,this paper intends to explore tourists' rural ecotourism pro-environmental behavior intention and influencing factors of rural ecotourism decision-making,which conforms to the perspective of Human Geography.Yunnan province is famous for its numerous tourism resources,and tourism is one of the pillar industries,which serves as an important force for economic growth,structural adjustment and the people's livelihood.In 2016,Yunnan province received 431 million tourists home and abroad,and the total tourism revenue reached 472.625 billion yuan.Tourism industry has a strong driving effect,whose direct and comprehensive added value accounts for about 7%and 20%respectively of the GDP in the local area.Rural ecotourism,as a sunrise industry,combines the ecological idea with rural tourism development practice.Rural ecotourism has become the crown of tourism market of Yunnan Province,which is characterized by strong participation,in-depth experience and spirit soothing.After recent development,rural ecotourism had played an important role in the economic construction of Yunnan Province.However,the inherent "small peasant economic thought",the increasingly fierce market competition and blind repetition brought many problems,even great threats to the sustainable development of rural ecotourism in Yunnan Province.Thus,the rural ecotourism in Yunnan Province presents an embarrassing coexistence of the increasing demand and primary product,causing the difficulty in increasing tourism income and protecting the ecological environment.To a certain extent,the tourism environmental problems are directly or indirectly caused by the behaviors of tourists.For instance,tourists tend to ignore the ecology and sustainability of their behavior while meeting their own demands.Under the condition of market economy,this unsustainable appeal and behavior will greatly affect the cognition and pursuit of developers and operators,and thus bring the indelible negative impact to the sustainable development of rural ecotourism.The pro-environmental behavior intention of tourists in rural ecotourism activities,namely,the behavior intentions which are beneficial to the tourism ecological environment,can be used as one of the standards for judging whether tourists have sustainable ideology when participating in rural ecotourism activities.This paper takes the tourist as the research point,and uses descriptive statistical analysis and principal component analysis to explore the pro-environmental behavior intention of tourists in rural ecotourism,on the basis of which it tries to construct the structural equation model to analyze the influencing factors of the rural ecotourism decision-making,especially the factors of the tourists with strong intentions of pro-environmental behavior.Therefore,this paper intends to put forward the effective paths to promote and enhance the competitiveness of rural ecotourism,and provide a reference for the sustainable development of rural ecotourism in Yunnan Province.Through the analysis and research,the following main conclusions can be reached.First,rural ecotourism with ecological concept can provide new ideas for the increase of tourism revenue,the extension of industrial chain and the upgrading of tourism industry in Yunnan province.However,tourists have cognitive deviation in rural ecotourism,and they don't realize that their behavior will be directly related to the sustainable development of rural ecotourism,which would bring trouble in promoting rural ecotourism.It should arouse much attention from the relevant departments.Second,the research on the pro-environmental behavior intention of tourists in rural ecotourism using descriptive statistical analysis and principal component analysis(SPSS21.0)reveals that the level of tourist self-reported rural ecotourism pro-environmental behavior intention is good,but tourists are more concerned about the quality of the experience involved in vital interests,and there is a huge room for improvement in pro-environmental behavior;by using the median number,tourists could be divided into high-level samples and low-level samples in accordance with the pro-environmental behavior intention total score.Third,the research on influencing factors of tourists' rural ecotourism decision-making using structural equation model and comparative analysis(AMOS21.0)shows that:for the high degree of pro-environmental behavior intention samples,the rural resource factors,word-of-mouth recommendation factors,socioeconomic condition factors,reception capacity factors and market promotion factors will have a various degree of impacts on tourists'rural ecotourism decision-making;while for the low degree of pro-environmental behavior intention samples,only word-of-mouth recommendation factors will have a significant impact on its rural ecotourism decision-making.It can be seen that the influencing factors of rural ecotourism decision-making will be regulated and constrained by the rural ecotourism pro-environmental behavior intention,and the word-of-mouth recommendation factors have significant influence on tourists' rural ecotourism decision-making.This will provide some enlightenment for further development and management of Yunnan rural ecotourism.Furthermore,the results of the correlation between the demographic characteristics of tourists and their rural ecotourism decision-making using the independent samples T test and one-way ANOVA shows that the difference of sex,age,educational level and occupation has no significant impact on the decision-making of tourists' rural ecotourism,that is,Yunnan rural ecotourism has a strong participation and a wide range of participants.Based on the above analyses,this paper tempts to put forward some suggestions on how to improve rural ecotourism competitiveness in Yunnan Province from the following three aspects:industry management,product building and integrated marketing.I hope this paper could contribute some ideas to the sustainable development of rural ecotourism in Yunnan Province.