Research On Willingness And Countermeasures Of Youth Returning To Participate In Tourism Development Based On“Emotion-Behavior” Theory

Under the background of Rural Revitalization strategy,the development of rural tourism in China ushered in a golden period.In reality,on the one hand,China’s rural "hollow" phenomenon is serious,a large number of young labor force flows to cities,rural tourism development lacks stamina,facing the growing demand for rural tourism,the existing rural tourism products can’t keep up with consumers’ demands for quality and diversification,rural tourism transformation encounter talent bottlenecks;on the other hand,a large number of rural population flows to cities,the tremendous pressure in urban life makes them a " new lost generation ".The various psychological confusions caused by the discomfort of the rural youth in the city have become new social problems.The development of rural tourism has become a new driving force for young people to return home.After studying the behavior of returning home,some scholars found that emotion is also a factor affecting the behavior of young people to return home.Therefore,this study is based on the "emotion-behavior" theory,with local attachment as the entry point,tourism development expectation and tourism influence perception as the intermediary factors,and studies the willingness of young people to return to participate in tourism development,hoping to provide solutions to alleviate the current shortage of talents in rural tourism development and rural revitalization.This study proposes theoretical models and research hypotheses through relevant literature review,and designs questionnaires based on literature reading,interviews and pre-tests.The data are analyzed by SPSS20.0,AMOS17.0 and MPLUS7.4.Finally,the theoretical model of emotional-based returning youth participation in tourism behavior is obtained,and the following meaningful conclusions are obtained: First,place attachment has a positive influence on the willingness of displaced youth to participate in tourism-related work.Second,place attachment inhibits the willingness of young people to return to their hometowns to participate in tourism-related work through the intermediary role of tourism revenue perception.Third,tourism development expectations and tourismrevenue perception play a depressing role in local attachment to returning to participate in tourism-related work willingness.Fourth,tourism development expectations and tourism cost perception play a role in promoting local attachment to returning to participate in tourism-related work intentions;Fifth,age,education,residence time in home,whether there are family members living in their hometown,these personal characteristics by influencing the intermediary variables,it will ultimately affect the willingness of young people to return to their hometowns to participate in tourism-related work.In addition,the academic qualifications will directly affect their willingness to return to their hometowns to participate in tourism-related work.Based on the research conclusion,this paper finally puts forward three suggestions:improving the organizational system,strengthening the service function and implementing the supervision system,in order to provide reference for the government to attract young people to devote themselves to the development of tourism in their hometown.