A Study On The Motivation And Experience Of Rural Tourism In The Context Of Nostalgia

For centuries,the more economically developed cities are,the denser the population seems to be,because people consciously or unconsciously went to that city for better living conditions.Especially in recent years,with rapid increase in urbanization rate and fast economic development,people from all walks of life have begun to go to economically developed cities to earn a living.With the elapse of time,the population in the city has more or less reached a near-saturated state.The increase in population not only hindered the development of the city to a certain extent,but also caused urban population congestion,and there is less and less space for people to entertain in the city.While people are facing the pressure of life,the sense of depression from the urban environment is also getting heavier.People begin to miss the beauty of the countryside and miss the ease and contentment once in the countryside.The emergence of the new term "rural tourism" with new and novel way of traveling has resonated in China and the world."Nostalgia",an emotional term mentioned many times in Yu Guangzhong's poems,has debuted in front of the world.After experiencing a shift from initial ignorance to full-scale outbreak,today's Chinese society has finally ushered in rural tourism "Renaissance".From the existing literature,it can be found that nostalgic emotions are inextricably linked with travel motivation and travel experience.Whether tourists have obtained the desired travel experience in the travelling process motivated by nostalgia,or tourist satisfaction,it indeed has a great influence.Therefore,based on the existing literature,this thesis will sort out the relevant theories of rural tourism motivation and experience,and from the perspective of "nostalgia",conceptually define nostalgia,rural tourism motivation and rural tourism experience,construct the measurement dimensions of related concepts,analyze the possible relationship between them,and put forward theoretical hypotheses to be empirically tested;then,to the visiting tourists of rural tourism in Huangpi District of Wuhan City,collect relevant data in the form of a questionnaire survey,Using the confirmatory factor analysis method to test the rationality of the measurement dimensions of homesickness,tourism motivation and experience,and evaluate them;then,the structural equation model is used to analyze the impact of homesickness on rural tourism motivation and experience and the relationship between the three;finally,the suggestions put forward for the development of rural tourism of Huangpi District are summarized as follows:(1)To explore and put forward the hypothesis of the relationship between homesickness,rural tourism motivation and tourism experienceBased on the basic concepts of rural tourism,combined with the concepts of nostalgia,tourism motivation and tourist experience,the concepts of nostalgia,rural tourism motivation and rural tourism experience were discussed and defined,and the two dimensions of nostalgia-locality and authenticity,and two dimensions of rural tourism motivation,driving force and incentive,and the emotional experience dimension of tourism experience,analyze the relationship between homesickness in rural tourism,rural tourism motivation and rural tourism experience,and propose corresponding theoretical assumptions.(2)Collected basic information of rural tourist tourists in Huangpi District through an online questionnaireAccording to the questionnaire of rural tourism network in Huangbei District,it is found that the overall research value of rural tourism in Huangbei District is relatively high.Different variables have different impacts on tourists.Among them,the independent variable "Nostalgia" has the highest score,which is worth being divided into 3.88,indicating nostalgia universality in rural tourism.The score of tourism motivation is slightly lower than that of nostalgia,and both are worth being divided into 3.78.The average scores of the two dimensions of driving force and incentives included are 3.74 and 3.51,which are slightly lower than nostalgia.The explanation shows that the impact of tourism motivation on tourists is second only to homesickness and second to homesickness.(3)The analysis of variance was used to test the significant relationship between the individual variables of tourists in the rural tourism of Huangbei District and the tourists' nostalgia,tourism motivation and tourism experienceThe study found that gender has a significant impact on the tourist experience,and age has a substantial impact on the tourists' homesickness;education has a significant impact on the tourist experience and driving force;income has a significant impact on the tourist's travel experience and "nostalgia";The tourist drive of tourists has a significant impact.(4)Find deficiencies and propose countermeasuresBased on the results of empirical research,it is found that the development of rural tourism in Huangbei District has certain deficiencies:1)the lack of rural nature of rural tourism in the process of urbanization,the homesickness of tourists is not satisfied,and needs to be further developed;2)Tourists ' behavioral motivation and consumption motivation are insufficiently understood,and the corresponding measures of tourist destinations need to be further improved;3)The management of rural tourism is not standardized,the order in the tourist area is slightly chaotic,and the quality of tourists'experience is poor.Aiming at related issues,countermeasures for the development of rural tourism in Huangbei District are proposed:1)To protect the"nativeness" of rural tourism;2)To understand the behavioral motivation of rural tourists;3)To maintain the order of the rural tourism market.