A Study On The Influencing Factors Of Farmers’ Sense Of Gain In Rural Ecotourism Scenic Spot

The report of the 20 th National Congress of the Communist Party of China proposes to revitalize rural culture and promote the deep integration and development of culture and tourism.Rural ecotourism has been developing and growing to meet people’s demand to return to nature,leading to the upgrading of the agricultural industry,enrichment of the countryside and increasing farmers’ income,becoming an important force in promoting the revitalisation of the countryside and laying the foundation for solving the three rural issues.As one of the main participants in rural ecotourism,farmers play an important role in the development of rural ecotourism,and the two form a new situation of mutual benefit and common progress in tourism.The strength of farmers’ sense of access affects their attitude towards rural ecotourism,and is related to whether rural ecotourism can develop healthily.To synthesise the above research,this paper takes farmers in Yunmeng scenic area as the object of investigation,and takes the factors influencing farmers’ sense of access in Linyi’s Yunmeng scenic area as the research objective.Firstly,the relevant theories such as community participation and Maslow’s hierarchy of needs theory are used as the basis,combined with the relevant literature on the sense of access at home and abroad and field research to understand the current situation of tourism development in Yunmeng scenic area,and the sense of access of farmers in Yunmeng scenic area is divided into five dimensions: government policy,economic status,social culture,ecological environment and public services;secondly,the collected survey data are analysed,and under the guarantee of valid data Under the condition of ensuring the validity of the data,descriptive analysis was conducted on the basic personal situation,household situation and overall level of farmers’ sense of access,and the demographic variables that were significant with farmers’ sense of access were screened out using the analysis of variance method,and correlation analysis was used to determine whether each variable in the five dimensions was significantly related to farmers’ sense of access;finally,farmers’ sense of access was taken as the dependent variable,the significant demographic variables obtained from the analysis of variance Finally,a multiple linear regression model was constructed with government policies,economic conditions and other variables as the independent variables for empirical analysis.The empirical results show that some of the indicators in the five dimensions of government policy,economic status,social culture,ecological environment and public services have a significant positive impact on the sense of access of farmers in the scenic area.Therefore,based on the analysis results of the questionnaire survey,targeted countermeasures and suggestions are proposed to improve the farmers’ sense of gain in Linyi Yunmeng Scenic Area.These include: broadening the channels for farmers to increase their income and leading them to improve their economy;increasing the investment in infrastructure construction to improve their living conditions;strengthening the publicity of policies to increase their awareness;and advocating the construction of ecological civilisation to ensure the sustainable development of tourism.