Empirical Analysis Of Rural Tourism College Students Expectations And Impact Factors

Rural tourism is one of many tourism activities, playing an important role in promotion while developing the whole tourism industry. Development of rural tourism is not only to enrich the cultural life of the general public, but also to prevent the decline of agriculture and to increase farmers’ income. Currently, there are more than 170 million "farmhouses" and 106,000 villages focusing on rural tourism; annual reception of tourists are nearly 10 million and tourism revenue reached more than 2,800 billion yuan, which directly benefits more than 3,000 million farmers.College students can’t be ignored while developing the rural tourism because the number of college students nationwide reaches 2,468.1 million, which is a huge potential market for developing the rural tourism because of its large number base. It is worth noting that college students possess two essential conditions in terms of incurrence of tourism activities: more free time and a certain level of financial ability. Besides, students are more likely to show interest in tourism activities as they generally have higher education. Rural tourism activities are not costly; they usually occur within the scope of cities’ suburbs, where universities are located and it takes one to two days each time. In this sense, it perfectly matches college students in terms of time and affordability. This paper will mainly focus on analyzing factors that affect college students ‘expectations towards rural tourism as follows:First, by referring to a large number of related documents, I will analyze and summarize existing research findings and further explain the relevant theories and concepts in order to build a reasoned theoretical fundamental.Second, this paper will touch on models, variable selection, and questionnaire design, which are used for the purpose of analyzing, plus research and survey conducted.Third, through data analysis including sample analysis, factor analysis, variance analysis, it is to verify and optimize factor model of rural tourism expectations which college students have. Then by analyzing the whole process from the beginning of passive gathering information stage to the stage of taking initiative to collect and filter rural tourism information, the relevant factors affecting a particular stage and their roles will be stated. Besides, I will also analyze the 13 differences which the demographic factors have on college students’ expectation of tourism.Finally, according to the research results, I will draw several conclusions: college students overall have ambiguous, fragmented and rigid impression on rural tourism;Students care greatly about the services sectors; natural and ecological environment is most favored and anticipated; throughout the process of the formation of rural tourism expectations, the active collection phase and filter stage are constant interactive; Currently there is a lack of well-known rural tourism destinations; students want more diversified rural tourism activities; Personal time and financial ability constraints little on the students’ choosing a tourist destination. In conclusion, following suggestions are proposed: local government and tourist destinations should promote themselves to college students and attract them to come; a number of recommendations to better their level of tourism development; when launching tourism products, they should design their rural tourism products to meet college students’ expectation; meeting market demand and meanwhile jointly developing and marketing them; being original and showcasing features and advantages to enhance the attractiveness of rural tourism resources; improving infrastructure in rural tourism destinations; the importance of training tourism service staff; improving government functions and encouraging joint operation. So the influence of rural tourism among college students will be enhanced.