Research On Urban Residents' Willingness To Rural Tourism And Its Influencing Factors In Wanzhou District

With the increase of residents' income,the abundance of leisure time and the change of life concept,urban residents are paying more and more attention to enjoying life.Rural tourism,with its characteristics of being close to nature and experiencing local customs,has rapidly become the first choice for urban residents to travel,and gradually developed into an important part of tourism.Wanzhou rural tourism has developed rapidly in recent years because of its abundant tourism resources and obvious location advantages.However,it also faces such problems as primary and homogeneous products,unsystematic overall development,lack of planning,high cost investment,Over-urbanization of design and loss of rural authenticity.This is mainly due to the insufficient attention paid by developers and relevant departments to consumers and the lack of market research.Through field research,this paper understands the problems existing in the development of rural tourism in Wanzhou District,and through the form of questionnaires,understands the tourism willingness of potential consumers,and analyses the influencing factors,so as to provide reference for the development,design and management of rural tourism in Wanzhou,in order to continuously improve the rural tourism market.In this study,through in-depth field investigation of rural tourist attractions and relevant management departments in Wanzhou,the development status of rural tourism in Wanzhou was preliminarily understood.On this basis,the questionnaire design was completed.Then,urban residents were surveyed in Baian Ba,Zhoujia Ba,Gaosun Tang and Jiangnan New District of Wanzhou District,and 603 valid questionnaires were obtained.Through statistical analysis and processing of survey data,the results of descriptive statistical analysis show that the vast majority of respondents are willing to travel to rural areas in Wanzhou,and their willingness is relatively strong;According to the statistics of rural tourism preferences,most tourists prefer to enjoy rural scenery,relax,experience rural life and taste rural delicacies.They prefer to eat farm stir-fries and live in farm yards.They prefer to travel by self-driving in transportation mode,and the acceptable time of self-driving in terms of time and distance is concentrated in about one hour;Most tourists prefer to watch flowers and plants,picking fruit and vegetable,barbecue,fishing,chess and cards,water entertainment,folk customs experience,farming experience and other activities.The most important thing in shopping is the quality and price of agricultural products and handcrafts;In terms of travel expenses,most people prefer to be economical and cost-effective.The accommodation price is less than 180 yuan and the daily per capita cost is less than 300 yuan;In terms of reception scale,they prefer small and medium-sized rural tourism places with less than 100 people;in terms of promotion methods,they prefer Internet publicity,recommendation of relatives and friends and outdoor advertising.The results of binary logistic regression analysis show that the older the age,the higher the educational level,the more monthly disposable income,the higher the frequency of travel,the stronger the degree of interest,the higher the degree of recognition,the more beautiful the natural landscape,the neater the village appearance,the more perfect the infrastructure,the more convenient the transportation,the richer the activity items and the higher the level of service,the stronger the willingness of urban residents to rural tourism.Occupation,space distance,reception scale,travel expenses,national folk culture,catering,accommodation,public security situation and villagers' quality have no significant impact on tourism intention,and their influence is weak,not decisive factor.On the basis of field investigation and statistical analysis of questionnaire data,four suggestions are put forward.Firstly,we should carry out overall planning to develop rural tourism vigorously;secondly,we should enrich rural tourism products and enhance their attractiveness;thirdly,we should strengthen publicity and promotion to enhance the awareness of rural tourism;fourthly,we should strengthen the construction of relevant supporting facilities to provide reference for the design,planning and promotion of rural tourism in Wanzhou.