THE EFFECT OF FARMER'S COGNITION AND ROLE IDENTIFICATION ON THE INTENTION OF AGRICULTURAL HERITAGE TOURISM DEVELOPMENT——STUDY ON THE CULTIVATION SYSTEM OF NANGUO PEAR IN AN'SHAN
Developing tourism is one of the effective ways of dynamic protection and adaptive management of agricultural cultural heritage.Farmers are the main body to promote the development of tourism in the heritage areas.To explore the willingness of farmers to develop agricultural heritage tourism and its influencing factors is of great importance for the revitalization of the heritage areas and the sustainable inheritance and utilization of agricultural heritage.By conducting field research on farmers in heritage areas,using the theory of planned behavior and role identity,structural equation model and mediation effect model,this paper empirically analyzed the relationship between farmers'cognition,role identity and rural heritage tourism development intention,as well as the mediating role of role identity between farmers'cognition and rural heritage tourism development intention.Behavioral attitudes,subjective norms,perceived behavioral control and role identification had significant positive effects on rural heritage tourism development intention,while authentic perception had insignificant positive effects on rural heritage tourism development intention.Behavioral attitude,subjective norm,perceived behavioral control and authentic perception have significant positive effects on role identification.Role identification plays a mediating role between behavioral attitudes,subjective norms,authentic perception and the intention to develop rural heritage tourism.(1)Farmers are one of the most important stakeholders in the development of agricultural heritage tourism.Relevant departments should strengthen communication with farmers,fully understand the needs and bottlenecks of farmers'participation in the development of agricultural heritage tourism,and provide policy support.Online and offline channels should be used to guide farmers to understand the authenticity of agricultural heritage,so as to improve their cognition level.(2)In the process of agricultural heritage tourism development,it is necessary to highlight the dominant position of farmers,pay attention to the leading role of agricultural cultural inheritors,and improve the sense of identity of farmers as the main role of agricultural heritage tourism development.(3)We should insist on shaping tourism with literature and complementing literature with tourism,improve farmers'willingness to develop agricultural heritage tourism,and realize the bidirectional empowerment of culture and tourism.
farmers cognitionrole identityagricultural heritage tourism development intentionAn'shan Nan-guo pear cultivation systemmediation effect model
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