Research On Nanjing Senior Citizen’s Willingness And Its Influencing Factor Of Rural Leisure Endowment

Nowadays the aged population is growing fast in our country.With the development of the economy and the society,the speeding pace of the urban-rural integration,the maturity of the rural leisure industry and the transformation of senior citizen’s value of consumption and their diversified demands,the phenomenon of the aged go to rural areas for a good vacation or to pursuit a more comfortable life is arising in recent years.Rural leisure endowment for the elderly in urban areas has great benefit for both rural and urban areas.On the one hand,not only can it make full use of the rural area’s unique nature and humanistic environment,but also take full advantage of the idled rural facilities seasonally.Besides it would relieve the city’s endowment pressure and bring mental and physical pleasure for the elderly.On the other hand,it will also promote the transformation of rural community’s environment and upgrade the infrastructure in rural areas as well as balance the urban-rural development and accelerate the building of a new socialist countryside,and finally boost the rural area’s economic.Thus,based on the analysis of Nanjing senior citizens willingness and its influencing factors to rural leisure endowment,the research means to understand the opinions and the attitude of the potential senior market to rural leisure endowment and also to understand their willingness’ influencing factor and preference toward rural leisure endowment.It will have an important role in forecasting the development of the rural leisure endowment industry.According to the study of rural leisure endowment and its related research fields from home and abroad,this paper defined the concept of rural leisure endowment and studied the willingness and its influencing factors as well as their preference by using the methods of descriptive analysis,factor analysis and the Binary logistic regression model,which based on the data from the questionnaire investigation to urban seniors above 5 5-years-old in Nanjing.The results were summarized as follows,(1)Almost sixty percent urban senior citizens have the will to go for rural leisure endowment life.(2)Four factors were extracted from the external variables by using the method of factor analysis,namely the destination service factor,environment factor,family factor and the perceived cost factor.(3)To put the internal factors of the elderly individuals,i.e.,gender,age,income,education,awareness of rural leisure endowment and evaluation of rural experience/impression,together with the external four factors into the Binary logistic regression model,the study shows that the willingness of the rural leisure endowment affected by many factors.Gender,age,income,awareness of rural leisure endowment and evaluation of rural experience/impression which are from the internal factors together with the destination service factor and environment factor that from the external factors have a significant impact to seniors rural leisure endowment’s willingness.Moreover,the education level,family factors and the perceived cost factor didn’t pass the significance test,they are not the determinant factors.(4)The urban senior citizens had some certain inherent preference on rural leisure endowment’s destination,type of the rural areas,way of travelling,dwelling time,the season,accommodation form,consumption level and the provided service etc.Finally,according to the conclusion,this study expect to discuss the suggestions and methods from the macro view of raising the awareness of rural leisure endowment,improving the rural image,enrich the connotation of rural areas,proposing the government departments to establish some supportive policies and strengthen the supervision and management for the development of rural leisure endowment.Meanwhile,this study also provided some advice for the exploitation of rural leisure endowment market from the micro aspect according to the preference that the elderly requested.