Characteristics and influence mechanism of rural households' tourism destination choice behavior in developed regions: A case study of South Jiangsu
The rise and behavior change of rural residents' tourism consumption are components of the rural transformation,and also the important support of the transformation and upgrading of rural residents' consumption and tourism industry under the new normal.The study of tourist behavior has always been a hot area at home and abroad,in which the urban residents are mainly focused,while the rural residents are less discussed.The paper,in the case of rural areas of southern Jiangsu Province,builds the mechanism analysis framework of tourist behavior embedded in rural households,using the multinomial Logit model to discuss the characteristics and mechanism of rural households' tourism destination choice behavior in developed regions.This research shows that:(1) Rural households give priority to surrounding areas in terms of tourism destination choice,therefore,tourism flow is characteristic of close directivity and is in line with the distance decay,80％ of the tourist markets of rural households are distributed in a range of 250 km.On the whole,tourism consumption level is relatively low and consumption structure remains to be improved.Rural households have strong intention of tourism behavior which has great differences between one-day tour and multi-day tour.Tourist behavior also varies a lot in households' income,education background and family rurality.(2) Economy,education background and family rurality have significant impacts on tourist behavior.Especially households' education background and economic income are likely to produce inflection point effect,and tourist behavior varies greatly before and after the point.The inflection point of education background is high school level,at which tourist behavior has significant changes.With income up to 30000 yuan,rural households have intense tourism behavioral intention,while up to 70000 yuan,tourist behavior has no significant changes.Perceived tourism behavior control and tourism behavior identification are inner psychological factors.Tourist behavior has different influencing degrees and direction in the respect of ratcheting effect,demonstrative effect,sensitive effect and preventive effect.(3) Tourism destination choice behavior of rural households in developed regions results from such multiple factors as psychology,economy,education background and rural urbanization.In this process,economic income and cultural level have significant impacts on tourist behavior,and play the role of "inverted ‘U-shaped’ stage effect";consumer psychology is a semi-stable factor producing "bidirectional equilibrium effect";and the rural urbanization influences rural society in a deep and comprehensive way,which produces "continuous reinforcement effect" concerning tourist behavior.This paper,based on the background of transformation of urban and rural areas,aims to explore tourism research issues with Chinese characteristics and expects to have a little contribution to the establishment of localization for tourist behavior theory,as well as to guide and optimize tourist behavior and promote transformation and upgrading of consumption of rural residents,and furthermore,to advance urban and rural consumption fairness and integration.
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