Study On The Influencing Factors Of Tourist Consumers' Efforts

The strategy of rural revitalization is an important measure proposed by President Xi Jinping in the report of the Nineteenth National Congress to build a beautiful countryside in the new period.Under the guidance of the CPC Central Committee,governments at all levels took active actions and a large number of rural tourism featuring leisure agriculture,ecological tourism,reconstruction of ancient villages and health care,are rapidly emerging.However,due to the limited carrying capacity of rural resources and environment,the continuous surge of tourists which urge the developers to over-develop the rural resources and the improper behavior of tourism consumers result in that the rural tourism will have to face the crisis of rural distortions and even the crisis of sustainable development of rural tourism.This situation needs not only the management and control of the government and developers,but also the efforts of every tourism consumer.In recent years,consumer effort has attracted wide attention of scholars both at home and abroad,But most of them are qualitative research,and not yet mature,less focused on tourism consumption.This paper puts the consumer's efforts into the rural tourism context to construct a model of the influencing factors of tourism consumers' efforts,and intends to explore the influence mechanism of perceived authenticity,local attachment and involvement on the effort of tourism consumers so that it provides some feasible suggestions for protection of the rural nature and the sustainable development of rural tourism.This paper reviewed the connotations,dimensions and correlations of tourism consumers' efforts,perceived authenticity,local attachment and involvement through systematic literature review,and constructed the influencing factors of tourism consumers' efforts on the basis of the theory of "cognition-emotion-action",the theory of emotional evaluation and the theory of self-concept.Based on the model and theoretical basis,this study continues to deduce the hypothesis of the relationship among tourism consumer effort,perceived authenticity,local attachment and involvement degree.The data were collected from Zhuquan Resort in Yinan County,Shandong Province.Through descriptive statistical analysis,exploratory factor analysis,confirmatory factor analysis and regression analysis with SPSS 21.0 and Lisrel 8.7 software,the reliability and validity of the data were tested and the hypothesis of the theoretical model was verified.The main conclusion are as follow:Perceived authenticity has a direct and significant positive impact on the efforts of tourism consumers,and play a intermediary role in the efforts of tourism consumers through the local identity part;Local dependence has a direct and significant positive impact on consumers' efforts,and play a intermediary role in efforts of tourism consumers through the local identity part;Perceived authenticity has a direct and significant positive impact on the efforts of tourism consumers.The relationship between perceived authenticity and local identity is moderated by the degree of involvement.Based on the above conclusions,this paper puts forward some feasible suggestions for the developers and the government from the perspective of how to enhance the local dependence and local identity of tourism consumers and how to promote the degree of consumer involvement,including regarding authenticity as the basic feature and engine;strengthening customer dependence;strengthening the local dependence elements and form consumer's local attachment;increasing the consumer tourism involvement through two-way integration between government and the enterprise.Finally,the paper expounds shortcomings of the scale dimension,sample selection and the expansion of influence factors on tourism consumers' effort,and proposes the prospect and assumption of future research to increasingly develop the research of tourism consumers.There are two research innovations: one is the empirical study of consumers' efforts in the context of tourism consumption;the other is the analysis of the role of the degree of involvement as a modifier in the critical path of the model.