Research On The Influence Factors Of The Farm House Managers’ Willingness To Implement The Tourism Standardization

Nowadays, rural tourism is gradually popular and developed for more and more people getting rid of industry and urban pollution and avoiding fast life style. In Chinese rural tourism,"Farm Tourism" has been widely adopted mode which promotes the development of Chinese tourism industry and rural economy, and gradually becomes an important way to solve the" three agricultural problems" in China. But there are some problems exposed, along with Farm Tourism blossoming everywhere, and its image has been directly threated to challenge its sustainable development due to the lack of correlative laws, regulations, industry standards and guidance behind its prosperity. In order to standardize the management of Farm Tourism, to satisfy market demand, and to guide its healthy development, the relevant departments has carried out the implementation of rural tourism standardization, which plays a significant role in regulating industry behaviors, strengthening industry management, improving products, and enhancing the level of management and service.Based on standardized theory, sustainable development theory and the theory of planned behavior,this paper taking advantage of the opportunity of implementation of national tourism standardization pilot program in Nongke village of Pi country, investigating and understanding the personal characteristics, family characteristics, operation, cognitive and willing of the operator of the annual operating Farm Tourism. This paper uses correlation Analysis and logistic regression model to study the factors which influence farm house managers’willingness to implement the tourism standardization. And according to the research results, this paper puts forwards some proposals of promoting the Farm Tourism manager to actively implement the Tourism Standardization recommendations.This research shows that the managers’willingness of implementation is under various factors, both internal factors and external factors, of which seven factors is significant Including the age of householder, the family income structure, the attitude of the implementation of standardization, the cognitive levels of standardization, expectation of benefit, influence of fellow traders and the level of complexity. From generally speaking, the farm householders’ willingness to promote the implementation of the tourism standardization is not strong and has much room for improvement. Among them, the family income structure, the attitude of the implementation of standardization, the cognitive levels of standardization, expectation of benefit influence of fellow traders have a positive effect, and the age of householder and the level of complexity have a negative effect.Therefore, this paper puts forward the corresponding incentive strategies:first, we should Increase the propaganda and education of tourism standardization, and improve the cognitive level of operators of the tourism standardization; second, we need to promote the tourism standardization pilot actively, and boost the demonstration effect of good models; third, we must adopt the market incentive to encourage operators to implement the Standardization; fourth, we ought to strengthen the work of formulation and revision of standardization, to improve the operability and avoid the complexity; fifth, provide various support to implementation of standardized, improve the operator’s intrinsic motivation.