Research On Rural Tourism Consumption Behavior And Influencing Factors

In 2023,the No.1 central document of the Central Government clearly proposed to implement the high-quality project of rural leisure tourism and promote the integrated construction of key rural tourism villages.Rural tourism is an emerging form of tourism based on rural resources and relying on the urban market.It is a new area for the expansion of rural services,the discovery of rural resources and the innovation of industrial forms,an important driving force for rural revitalization and the goal of beautiful countryside,and a major initiative to alleviate the "three rural issues" and realize the rural revitalization strategy.Taking Mengcheng County as the case study site,the author used the consumption behaviour researched data onto tourists in Mengcheng County as the destination as a sample,and used literature analysis,questionnaires and structural equation modelling to construct a model of the factors influencing the consumption behaviour of rural tourism;the findings were analysed using SPSS27.0 and AMOS24.0 for reliability,exploratory factor analysis,validation factor analysis,correlation analysis,path analysis and mediating role analysis.On this basis,the proposed research hypotheses were tested based on the empirical results.The findings indicate that:(1)there is a significant positive influence of the internal push factor,external pull factor and tourist characteristics factor on consumption intention and consumption behaviour;(2)The direct influence of mediating factors on consumption intentions and consumption behaviour was not supported;(3)The mediating effect of consumption intentions on the internal push factor,external pull factor,tourist characteristics factor and consumption behaviour is significant,but since the direct effects of the internal push factor,external pull factor and tourist characteristics factor on consumption behaviour are significant at the same time,consumption intentions play a partially mediating effect.Finally,based on the above conclusions,suggestions are made for the development of rural tourism in Mengcheng County in terms of enhancing the attractiveness of local culture,improving the attractiveness of infrastructure,enhancing the attractiveness of product prices and enhancing marketing attractiveness,with a view to promoting the long-term development of the rural tourism market in Mengcheng County.