Research On The Influencing Factors Of Pro-Tourism Behavior Of Rural Tourism Residents

With the change of the main social contradictions and the comprehensive promotion of rural revitalization,the industrial role of rural cultural tourism industry in promoting rural revitalization has been paid more attention.Especially the transformation and upgrading of tourism demand,rural tourism has entered a period of great development.As one of the most typical rural industrial forms,rural tourism has become an important starting point for rural revitalization by promoting urban-rural integration,increasing villagers ’ employment opportunities and increasing farmers ’ income.The characteristics of synchronization,interaction and sharing between tourists ’ visit and residents ’production and life make the residents of rural tourism destination directly constitute a part of the supply of tourism products,and their behavior directly affects the image perception and tourism experience quality of tourists.Studies have shown that pro-tourism behavior has a stronger explanatory power for the behavior of rural tourism residents,which is an important prerequisite for the sustainable development of rural tourism.Exploring the influencing factors of pro-tourism behavior plays an important role in stimulating the protourism behavior of rural tourism residents,and can provide strong support for proposing strategies to promote the sustainable development of rural tourism.This study takes the residents of rural tourism destination as the research object,and adopts the research method of combining theoretical analysis and empirical research.First of all,by combing the relevant literature at home and abroad,analyzing the previous research results on rural tourism residents and pro-tourism behavior,clarifying the conceptual connotation and measurement dimensions of each variable,based on the theory of planned behavior and social exchange theory,the relationship model of the influence of subjective norms,perceived behavioral control,community attachment and perceived fairness on the pro-tourism behavior of rural tourism residents is constructed,and the behavior attitude is introduced as the intermediary variable,the community environment is the adjustment variable,and the influencing factors of the pro-tourism behavior are explored from the micro perspective of the subjective psychology of rural tourism residents.Secondly,using the questionnaire survey method,according to the mature scale at home and abroad and the data analysis results of the pre-survey,the questionnaire of this study was finally determined,and the first batch of national rural tourism key villages-Beidaihe Village was used as a case study to collect the required data through a combination of online and offline methods.Then use SPSS 26.0 and AMOS 24.0 software to conduct descriptive statistical analysis,common method deviation test,factor analysis and reliability and validity test,correlation analysis,model goodness of fit analysis and hypothesis test on the sample data collected by the questionnaire.It is concluded that subjective norms,community attachment and perceived fairness positively affect the protourism behavior of residents in rural tourism destinations.Perceived behavioral control has no significant impact on the pro-tourism behavior of residents in rural tourism destinations.Behavioral attitude plays a partial mediating role between subjective norms,community attachment,perceived fairness and pro-tourism behavior,and plays a full mediating role between perceived behavioral control and pro-tourism behavior.Community environment positively regulates the relationship between behavioral attitude and pro-tourism behavior of residents in rural tourism destinations.Finally,according to the conclusion of empirical research,this paper puts forward some comprehensive management suggestions to stimulate the pro-tourism behavior of rural tourism residents and promote the sustainable development of rural tourism.