Cultural Service Needs Of Rural Residents And Their Determinants

In recent years, China’s rural social and economic development achieve significant outcomes,and living standards of rural residents are rising, however, the construction of spiritual civilization is still the short board part of rural development, the construction of public cultural services in rural areas is still far to meet the actual needs of rural residents. In this context, this paper, based on four counties(cities), 8 townships, 16 administrative villages, 791 rural residents survey data,in Zhejiang Province, using descriptive statistics to analyze the situation of rural public cultural services, rural residents of public culture satisfaction with service delivery as well as the case of rural cultural service demand conditions.This paper quantitatively analyse the determinants of rural cultural service demand by constructing SUR(Seemingly Unrelated Regression) Model.Research indicates:(1) The construction of rural public cultural service levels are relatively low, significant regional differences and rural residents satisfaction is not high.For example, in the proportion of "elderly activity room" and 10 basic public cultural service facilities with the village, and Yong Kang Linan were 78% and 55%, significantly higher than the 43% and 33% of Longquan civilized.This may be different counties(cities) due to differences in socio-economic development level and revenue, thus causing construction level and rural residents satisfaction with the rural public culture service are some differences.(2) In the aspect of needs of rural cultural service of residents, first, currently rural residents are more abundant in leisure time, four counties(cities) of rural residents per capita weekly leisure time in more than 10 hours, but 60 years of age or older but leisure time less than the 40-59year-old middle-aged. Second, rural residents mainly concentrated in cultural activities such as playing cards(mahjong), watching TV, chatting with people, etc. Availability, ease of stronger activity. Relatively few relatively literacy promotion activities and physical fitness class time expenditures.(3) In the main factors affecting the cultural service needs of rural residents,the main factors affecting the cultural needs of rural residents,such as, age, sex, marital status, education level,whether trained agricultural technical training, family size, family farm income, the proportion ofthe elderly and other family services; the proportion of families with children and household income have cultural service needs of rural residents a certain impact, while health and family non-labor income and contrary to expectations, no significant effect; the regional level, rural residents of two villages in Lin’an culture Service demand is relatively abundant, while Longquan and civilized region is relatively lacking, differ especially in the entertainment category active configuration.Studies suggest that:(1) Public service departments should further strengthen the construction of rural public cultural investment, reduce urban-rural gap between the level of public cultural services supplied to meet the growing demand for cultural services, rural residents, in order to attract the new generation of rural workers and college students home business and life, promote the integration of urban and rural development;(2) It should be recognized that there is difference of the demand for cultural service among rural residents of different characteristics,so we should targetedly provide the appropriate public cultural services and facilities, to enhance the overall quality of the cultural life of rural residents;(3) For the participation of cultural activities in rural literacy classes are under-represented,we should increase skills training for rural residents to provide more learning opportunities,broaden horizons and knowledge of rural residents. For example, the wide spread of agricultural sector Agriculture Agricultural technical training, the number of times of collective village folk cultural activities should be increased. Further empower the enthusiasm for rural residents to participate in the learning of scientific and cultural, improve their own quality;(4) There are differences in construction levels of public cultural service between underdeveloped areas and developed areas, the construction of spiritual civilization should be strongly supported in the less developed regions, and implement regional twinning mechanism,and jointly promote the improvement of the system of the public cultural service and the increase of public cultural service facilities in underdeveloped areas.