Study On The Influencing Factors Of Consumer Behavior Of Kangyang Rural Tourism Products In Xiangxi

In recent years,the government has attached great importance to the health care industry and rural tourism.Major companies and governments have also begun to use local advantages to vigorously develop the health care industry and rural tourism.The integration of health care industry and rural tourism industry has become the focus of scholars and experts.The development of Kangyang rural tourism in Xiangxi can not only effectively relieve the elderly pressure,but also achieve the goal of accurate poverty alleviation in Xiangxi at an early date.This study,from the perspective of consumer demand and taking Xiangxi as the research destination,analyzed the influencing factors that affect the consumption behavior of recreational rural tourism products by the target groups aged 45 and above,so as to develop high-quality recreational rural tourism products.We will effectively promote the development of the rural tourism industry in Xiangxi,and at the same time provide more and healthier high-quality products for the lives of middle-aged and elderly people.In this study,442 middle-aged and elderly tourists were surveyed.From the perspective of demand,the influencing factors of consumption behavior of recreational rural tourism products were studied,and nine hypotheses were put forward.Empirical analysis of the survey data was carried out by using SPSS20.0 statistical software,Amos 18.0 analysis software and Excel data processing software.The results of the study include:(1)The factors affecting consumers' consumption behavior of recreational rural tourism products mainly include six demand dimensions: physical function demand,leisure and entertainment demand,natural environment demand,traditional culture demand,recreational atmosphere demand and social communication demand,and have significant positive impact on consumer behavior;(2)personal characteristics and family characteristics have significant positive impact between recreational demand and consumption behavior.(3)Among personal characteristics,age has a negative regulatory role between health care demand and consumption behavior,education level and income status have a positive regulatory role,while gender regulatory role is not obvious;(4)In family characteristics,marital status has a positive regulatory role between health care demand and consumption behavior,and the regulation role of the number of children is not obvious.The results show that recreational rural tourists have the greatest demand for natural environment and recreational atmosphere,followed by social communication and traditional cultural needs,and finally for physical function and leisure and entertainment needs.The needs of recreational rural tourists are no longer confined to the level of longevity and security,but tend to pursue the spiritual world at a higher level.Therefore,when developing recreational rural tourism,we should develop it in agood natural environment,highlight the "recreational" elements,develop interactive,experiential and entertaining recreational rural tourism products around traditional culture and natural resources.To cultivate the healthy atmosphere identified by the healthy rural tourists and meet the social communication needs of consumers can meet the health needs of consumers and improve the happiness index of consumers in the process of the healthy rural tourism in Xiangxi.At the same time,attention should be paid to the regulation of the individual characteristics and family characteristics of recreational rural tourists on consumption behavior.Therefore,we should make full use of the characteristic resources of Xiangxi to develop and meet the needs of different types of consumers for recreational rural tourism products.