Study On Rural Tourism Mondernity From Tourists Perception

Under the time background of rural tourism modernity promotion by new urbanization,rural revitalization development,the feature of rural tourism gradually changed from rurality to modernity and has been becoming a popular academic topic.From the view of tourist perception,based on the existing study of rural tourism,combining rural tourism definition study and tourism modernity study content,this paper summarized the main influencing factors of rural tourism modernity and further studied rural tourism modernity current situation.This paper initially constructed four types of measurement models of rural tourist influencing factors including landscape facilities,cultural activities,agricultural production mode and community lifestyle.By using the four measurement models,we measured tourist perception for rural tourism modernity.Based on the sustainable development theory and tourist perception theory,this paper studied tourists rural tourism modernity'perception empirical analysis results to initially construct a rural tourism modernity scale(RTMS)based on tourists perception.After constructing and verifying the reliability and validity of RTMS,this paper conducts confirmatory factor analysis on the scientificity and accuracy of RTMS by applying structural equation model.With reliability and validity,analysis results showed that RTMS can be composed of four measurement dimensions:landscape facilities,cultural activities,agricultural production mode and community lifestyle,and 20 measurement questions contained in each dimension with high reliability and validity.Base on some formal questionnaire survey data and its analysis result,this paper did further linear regression analysis and analyzed modernity perception of different tourists groups to test whether the influence exists or not between the importance of each measurement dimension and subjective factors on the modernity perception of rural tourism.Further research showed firstly,“landscape facilities" and "cultural activities"have a great impact on the modernity of rural tourism;secondly,tourists'rural tourism modernity perception differs significantly under the influence of subjective factors.Finally,based on the qualitative and quantitative analysis results of tourists'rural tourism modernity perception,this paper put forward some countermeasures and suggestions for the development of current rural tourism and showed its deficiencies and forecast the future study on this domain.This paper includes six chapters.Chapter one is introduction.It introduces the research background,proposes research questions and clarifies research purpose and its significance,main research content and technical route,research methods and innovation points in this paper.Chapter two is literature review.In this chapter,the paper mainly summarizes rural tourism,rural tourism modernity and tourists'perception of rural tourism modernity,which is the key chapter of qualitative analysis and the basis of quantitative research.Chapter three is related concept definition and theory restructure which includes rural area,rural tourism,rurality,rural tourism modernity and tourist perception and other related definitions.In this chapter it also discussed the basic theory--sustainable development theory and tourist perception.Chapter four is the research design of the survey of tourists'rural tourism modernity perception which includes three parts which are the design of questionnaire,generation of the initial scale and measurement of tourists'rural tourism modernity perception.Chapter five is empirical study of tourists'rural tourism modernity perception,in which includes four parts:acquirement of formal sample,analysis of the data,construction of regression models based on different measuring dimension variables,analysis the differences of rural tourism modernity perception between different tourists groups.In chapter six,it studies the conclusions and discussions including the main conclusions,countermeasures and suggestions for rural tourism development and the limitations and prospects of this paper.