Study On The Intention And Behavior Of Female Residents In Rural Tourism Destination To Participate In Tourism

In recent years,rural tourism,with its emerging industrial vitality,significant market advantages,strong hematopoietic capacity and huge motive force,has continued to improve people’s well-being and played a significant role in poverty alleviation.Under this background,female residents in tourism community rely on rural tourism to stimulate surplus potential and achieve the coordination and unification of social occupation investment and traditional family division of labor.This situation of female employment,which has not been emerging for a long time and can alleviate social conflicts,needs in-depth discussion in the field of tourism and women’s studies.Therefore,based on the existing research,this paper is committed to supplementing,explaining and improving the intention and behavior process path of rural female residents’ participation in tourism community,and based on this,the optimization suggestions for female residents’ participation are given.The research is mainly carried out through the method of qualitative analysis.After reviewing the relevant literature,the interview outline is formulated,and Yanhu village,Fangxiang Town,Hanjiang District,Yangzhou City,which is the most beautiful national fishing village,is selected as a case to interview the female residents of the local community.After that,NVivo 11 software is used to process the interview text under the guidance of grounded theory.The logical thinking of Planned Behavior Theory is used for reference to construct the intention and behavior process model of female residents participating in rural tourism.Gender theory is introduced as a reference to reflect on the hidden resistance of female residents in rural tourism participation,explore the basis for the division of female residents,and consider the intention and behavioral characteristics of their participationThe results show that:①Female residents’ intention to participate in rural tourism for the first time is influenced by five pre-factors:personal characteristics,resource holding perception,interest pursuit,responsibility and gender consciousness,and the degree of influence is regulated by external forces.②The tourism participation behavior of female residents is driven by participation intention and restricted by resource holding perception and external forces;Within the behavioral framework,practical participation behaviors cooperate with supporting and coordinating participation behaviors.The three jointly generate participation experience and influence the intention of continuing participation in tourism.③Tourism participation is a multi-stage,cumulative spiral process,and the intention to continuing participation is often the result of the behavior subject’s experience after referring to the intention of the previous stage.④The process of female residents’participation in rural tourism implies the imprint of patriarchal system,and there is interference from gender stereotypes.However,on the whole,participation behavior is conducive to women’s individual development.⑤According to the differences in internal and external conditions,female residents can be divided into four types:internal and external affluence type,resource limitation type,insufficient power type and internal and external weakness type.There are different characteristics of participation intentions and behavior,which need to be analyzed in detail.Based on the above conclusions,under the guidance of empowerment theory,the research analyzes and gives countermeasures and suggestions to promote the high-quality participation of female residents in rural tourism communities from four aspects of society,psychology,economy and politics,so as to help create a sustainable rural tourism development pattern that is people-oriented and fully integrated into the strength of female residents.