Research On Influencing Factors Of Rural Community Participation In Poverty Alleviation In Tourism Based On Planning Behavior Theory

Along with the development of modern urbanization,the problem of rural “hollowing”is widespread.A large number of young and middle-aged laborers will not only lead to the loss of rural local talents,but also cause problems such as insufficient internal motivation for rural revitalization.Rural tourism poverty alleviation has become a powerful way to alleviate poverty and rural revitalization in poverty-stricken areas because of its characteristics of promoting regional infrastructure construction,industrial integration,and employment and entrepreneurship.In order to make full play to the peasant’s main position in rural construction,the villagers’ self-employment and self-development capabilities are enhanced by retaining native talents.In the model of community participation in poverty alleviation,local villagers,as carriers and inheritors of indigenous culture,can effectively realize local revitalization and sustainable development of tourism by enhancing their participation in tourism development.This paper takes Chongjie village of Wuhan as a research case,and investigates the residents’ willingness to be involved in tourism poverty alleviation from four aspects:subjective norms,perceived behavior control,past behaviors and attitudes.The results of the study show that:(1)the residents of the surveyed community are mainly concentrated in the age group of 25 to 44 years old,accounting for 45.11%.The inadequate education level and low monthly income is the principal characteristics of the community residents,and professionals engaged in specialized technology.The largest proportion;(2)subjective norms,perceived behavioral control and past behaviors have significant influence on communityresidents’ willingness to participate in tourism behaviors.Attitude as a mediator variable has a partial mediating effect on the influence of individual perception factors on residents’ willingness to become involved in behavior,and acts on subjective In the process of the influence of the norm;(3)among the control variables,residents with different personal attributes have different differences in different variables.Finally,this paper combines the research conclusions,further interprets the influencing factors of community residents’ willingness to participate in behavior,and puts forward relevant suggestions from five aspects:community empowerment,talent construction,cultural inheritance,participation level and management system,hoping to improve poverty.The enthusiasm of community residents to become involved in tourism development contributes to the realization of pastoral revitalization and the sustainable development of rural tourism.