Study On Influential Factor Of Hangzhou Residents Rural Tourism Behavioral Intention Based On The Theory Of Planned Behavior

The question that how to recognize the rural tourism behavior intention is not only paid attention by the government and tourism enterprise,but also the important issue of the academic research. Along with the continuous development of market economy and increasingly harmonious of social environment, the economic level of residents increase gradually and holiday system becomes perfect, the concept of resident’s tourism consumption is constantly changing. Especially in the situation of the fierce urban life competition, deteriorating ecological environment and good effects of the beautiful countryside construction, rural tourism for the purpose of relaxing and experiencing life has been developing rapidly and becomes the important component of the tourism market gradually. As the body of the rural tourism market,the study on the rural tourism behavior of the urban residents can find out the supply defects and demand characteristics of the rural tourism market, which has important role and significance for extending Hangzhou rural tourism market.Foreign scholars studied tourism behavioral intentions by customer value theory or planned behavior theory, and established the corresponding theoretical framework.But the empirical research suggests that these two theories could not individually explain the tourism behavioral intention perfectly. Therefore, it is necessary to build a more perfect theoretical framework to improve the interpretation and prediction of tourism behavior intention. From the microscopic individual point, this paper adds the social support to the theory of planned behavior to establish the factors model of the rural tourism behavioral intention, which including the factors of social, economic etc.This paper attempts to explore the rural tourism behavioral characteristics and influencing factors of Hangzhou residents from the perspective of theoretical and empirical, so as to provide ideas and suggestions for the development of rural tourism in Hangzhou.This paper puts forward hypotheses according to the theory summary, and prepares the questionnaire for reference to previous research results. It collects 213 valid questionnaires by web survey and field issuance and makes correlation analysis and hypothesis testing for sample data with SPSS17.0, and the conclusion as follow:(1)rural tourism attitude, subjective norm and perceived behavioral control in the theory of planned behavior have significant positive impact on the rural tourism behavioral intention;(2)Policies system and resource condition have a significant positive impact on rural tourism behavioral intentions;(3) Policies system has a significant positive impact on subjective norm and perceived behavioral control; resource condition has significant positive impact on rural tourism attitude, subjective norm and perceived behavioral control.