Behavioral Intention And Influencing Factors Of New Agricultural Management Entities Participate In Rural Tourism Development

At present,the deep integration of rural industries has become the main tone of rural development.On the basis of a certain scale of agricultural industry,leisure agriculture and rural tourism can deeply explore the various functions and multiple values of ecological conservation,leisure sightseeing,cultural experience,and healthy pension in agricultural and rural areas,and integrate rural agriculture and humanistic historical resources.The regionalization of rural resources will eventually realize the supply of rural ecological products and services.As the operators of rural tourism,most of them are transformed from the main body of new agricultural management.This part of the new agricultural management entity has a certain scale of land,adapts to technological changes,is familiar with and understands rural policies,and has a high quality.To the extent that it can integrate rural tourism resources,promote the development of rural tourism industry,promote rural development,and achieve rural revitalization.Based on this,this paper selects the new agricultural management entities of Changfeng County,Hefei City,Anhui Province,Yixiu District of Anqing City,and Xuande County,Anhui Province as potential research objects,and uses TPB plan behavior theory to conduct empirical research.Perfectly explaining the intention of tourism development behavior,this paper introduces past behaviors and social support into the theoretical model of planned behavior,and establishes a model of influencing factors of rural tourism development behavior intentions including social and economic factors.Based on the perspective of tourism developers,this paper discusses behavioral intentions and influencing factors of new agricultural business entities participating in rural tourism development through behavioral attitudes,behavioral control cognition,subjective norms,past behaviors,social support and behavioral intentions.This paper mainly obtains first-hand data from questionnaires and in-depth interviews.Among them,295 questionnaires were distributed and 276 valid questionnaires were collected.The original data was sorted and summarized through the EXCEL form,and SPSS software was used for descriptive statistical analysis,reliability and validity analysis,factor analysis,correlation analysis,regression analysis,single factor difference analysis,etc.Finally,AMOS software was used for path analysis.To explore the behavior intention,influencing factors of the participation of new agricultural management entities in rural tourism.The results show that the subjective norms,behavioral control cognition,past behavior and social support of the new agricultural management entities have a significant positive impact on the behavioral intentions;the personal characteristics affect the behavioral will of the new agricultural business entities;On the basis of this,this paper proposes the following countermeasures based on the results of empirical research to promote rural tourism development:improve the supply of rural tourism development system;improve the rural tourism development land transfer system and rural construction land system;strengthen the government's scientific planning,management and service functions;Promote the structural reform of the rural tourism supply side;cultivate the main body of the rural tourism market;...