Rural Residents' Rural Leisure Tourism Behavior Intention And Its Influencing Factors

The rural economy,since the implementation of the rural revitalization strategy in the 19th National Congress of CPC,has obtained optimization and upgrading.Under this circumstance,rural residents' incomes have been greatly improved,so that they are more willing to go travelling with enhanced consumption ability.By virtue of the vast rural areas,beautiful natural landscapes and diversified rural folk customs,China has abundant rural leisure tourism resources.In addition to meeting rural residents' relaxation demands,the restrictions on time,space and consumption level are also relatively small.Therefore,rural leisure tourism has become an important tourism form selected by rural residents.At present,as an important participant in rural leisure tourism,rural residents has receive little attention.Researches on the rural residents' behavioral intention of rural leisure tourism are few and far between.As realistic demand,this paper analyzes the factors influencing rural residents' behavioral intention of rural leisure tourism based on the theory of tourists' perceived value and the theory of planned behavior,and incorporates the factors into research models.Then,it conducts the questionnaire survey and empirical research,taking the rural residents in Pingdu as an example.Except for providing a new direction for the research on rural leisure tourism behavior,this research also expects to offer theoretical reference as well as guidance for developing the rural resident market of rural leisure tourism.By sorting out previous researches,this research firstly analyzes the involved concepts and systematically explains the theory foundation.On this basis,the factors affecting rural residents'behavioral intention of rural leisure tourism are explored,the research model is constructed,and the proposed research hypothesis is verified.As can be learned from the research results,rural residents'behavioral intention of rural leisure tourism is mainly influenced by the attraction of tourism resources,tourism cognitive cost,attitudes toward rural leisure tourism,subjective norms,and perceptual behavior control factors.All the factors,in addition to tourism cognitive cost,positively influence the behavioral intention The degree of influence descends progressively in the sequence of perceptual behavior control,tourism cognitive cost,attitudes toward rural leisure tourism,subjective norms and attraction of tourism resources.The quality of tourism product service insignificantly affects the rural residents' behavioral intention of rural leisure tourism.