Study On Rural Tourism Management Decision-making Behavior Of Farmers In Karamay

In recent years,the promotion of rural tourism economy to rural economy cannot be ignored,its market potential has been further released,and it has also promoted the increase in the income of farmers who operate rural tourism and the improvement of farmers’ living conditions.Studying how to promote the efficient development of rural tourism market and agricultural and rural economy has not only theoretical significance,but also important practical guiding significance for improving farmers’ income.At present,foreign and domestic scholars have done a lot of empirical research on rural tourism management of farmers,and also published some rural tourism literature.However,looking at the research and analysis of scholars in related fields at home and abroad,the research perspectives of many research results focus on farmers’ rural tourism management and the influencing factors of farmers’ rural tourism management.Few scholars focus their research perspectives on the micro-level research on farmers The formation mechanism and formation process of rural tourism management decision-making behavior.Based on the theory of planned behavior,this paper further summarizes the existing theoretical literature and research results on rural tourism of related scholars.Taking this as a starting point to deeply discuss the rural tourism management decision-making behavior of farmers;then put forward a theoretical model hypothesis of rural tourism management decision-making behavior;then use the survey data of farmers in Karamay City to demonstrate the influencing factors and formation mechanism of rural tourism management behavior of farmers Analyzed and tested the relevant model hypotheses of farmers’ rural tourism management decision-making behavior;finally,based on the empirical research conclusions of farmers’ rural tourism management decision-making behavior in Karamay City,combined with the actual situation of local rural tourism development,put forward scientific and reasonable countermeasures and suggestions.The empirical research results show that there are differences in the behavioral attitudes of farmers’ rural tourism management among different rural tourism management scales,different labor force and different income sources;farmers’ rural tourism management behavior attitude is the mediating variable that determines farmers’ rural tourism management decision-making behavior;Farmers’ rural tourism management goals,farmers’ rural tourism management subjective norms,farmers’ rural tourism management behavior control cognition and farmers’ past rural tourism management behaviors,partly through the intermediary variable of farmers’ rural tourism management behavior attitude,affect farmers’ rural tourism management decision-making behavior,and some It directly affects the rural tourism management decision-making behavior of farmers.In view of this,on the basis of revealing the formation mechanism of farmers’ rural tourism management decision-making behavior,this thesis puts forward six suggestions to promote farmers to actively change their business scale,promote the good development of the rural tourism market in Karamay and increase farmers’ income.The first is to create a favorable rural tourism business environment and highlight the functions of the government;the second is to encourage farmers to participate in rural tourism in a diversified manner,and to stimulate the vitality of the endogenous development of rural tourism;the third is to professionally guide farmers to operate rural tourism,and plan the development of rural tourism scientifically and rationally;It is to attach importance to rural tourism management training and change the concept of farmers in rural tourism development areas;the fifth is to strengthen financial supply and set up special loans for rural tourism operations;the sixth is to innovate publicity methods and establish the concept of collaborative development of rural tourism resources.