Research On The Behavioral Intention And Influencing Factors Of Rural Tourists From The Perspective Of Nostalgi

Along with our country market economy development and constantly improve the level of urbanization,as well as the transformation and upgrading of China’s industrial structure and consumption,the era of tourism consumption has arrived.Rural as to satisfy the increasing of urban residents the main destination for leisure travel demand,rural tourists as an important part of rural tourism system.When tourists have strong behavior intention of rural tourism,they are more likely to have the actual travel behavior or recommend others to participate rural tourism.Therefore,the identification and in-depth understanding of the influencing factors of tourists’ behavior intention is helpful to promote the healthy and sustainable development of rural tourism industry.With the advent of leisure economy era and large consumption era,the content of tourism activities has changed.Rural tourists hope to participate in,feel and experience the rural scenery and customs in an all-round,deep and whole-hearted way,so as to obtain the spiritual personality identity and quality upgrade of experience.Nostalgia is an important topic in tourism,however,in practical research,the inner emotional factors of tourists in the process of rural tourism have not been paid attention to.How to stimulate the behavior intention of tourists from the perspective of emotion and bring the satisfaction of tourism experience is a difficult problem in front of rural tourism.Based on this background,this paper takes the theory of planning behavior and the model of goal-directed behavior,that is two theoretical models commonly used in tourist behavior research,as the framework.As well as incorporating nostalgia emotion as a key factor,to reshape the relationship between variables in the model and expand.On the basis of satisfying the theoretical adequacy of the model,the behavior intention model of rural tourists based on nostalgia emotion is constructed,and the key factors affecting the behavior intention of rural tourists and their action relations are found and analyzed.Taking tourists who are visiting to Yuanjia Village as the research object,a total of 414 valid questionnaires were obtained.Using SPSS 26.0 and AMOS 24.0 statistical analysis software to conduct common method bias test for the data.In order to check the consistency,reliability and stability of the measurement results and the validity of the questionnaire data,reliability analysis and validity analysis were carried out.The correlation between the latent variables in the model is analyzed,and the theoretical model and research hypothesis are tested on this basis,finally get the following conclusions.Firstly,in the context of rural tourism,nostalgia emotion can be segmented into nostalgic proneness and personal nostalgia,historical nostalgia of three dimensions,among them,the score of historical nostalgia is the highest and the score of personal nostalgia is the lowest.The tourists visiting Yuanjia village had higher overall nostalgia for rural tourism,and the tourists with rural life experience were more likely to have nostalgic emotion.Nostalgia and its various dimensions present differences in individual characteristics.Secondly,the behavior intention of tourists to rural tourism will be significantly influenced by nostalgia emotion,attitude,subjective norm,perceived behavior control,desire and the influence of multiple variables.Among which desire as a motivational factor has the strongest effect,followed by affective factor,subjective norms in cognitive factors have the strongest effect,and attitude has the weakest effect.Thirdly,subjective norms and nostalgia emotion of tourists to rural tourism have significantly positively effects on attitude towards the behavior,and the effect of subjective norms on attitude towards the behavior is greater than that of nostalgia emotion.In addition,different from the previous research conclusions,perceived behavior control has no significant effect on attitude towards the behavior.Inconsistent with the results of previous research literature,the influence of frequency of past behavior on desire and behavior intention is not significant.Fourthly,gender,age,level of education,occupation,income level and presence of country life experience,and other personal attributes and is not a significant difference is found in all variables,therefore,it is necessary to consider many factors for effective market segmentation,accurately understand the different characteristics of tourists’preference,the implementation of classified management of the targeted and precise marketing strategy.Based on the extended model,this study explains the formation process of rural tourism behavior intention and the relationship between the variables,which not only enriches the study of nostalgia emotion in rural tourism context,but also further develops the theory of tourism nostalgia.At the same time,it’s confirmed that the model constructed in this study has better explanatory and predictive power over the behavior intention of tourists to rural tourism than the planned behavior theory and the model of goal-directed behavior,and can better explain the behavior intention of rural tourists.For follow-up study rural tourist’s behavior driven mechanism to provide certain theory reference,and to analyze the rural tourism behavior intention formation process provides a new angle of view,model and path.