Study On Perception And Influencing Factors Of Residents' Happiness In Rural Tourism Destination

As people's concern about the quality of life and happiness increasing,scholars have a more mature group of studies about happiness.For the rural tourism,the residents of rural tourism destination as 'live postcards',their happiness is directly related to the quality of tourism and rural tourism sustainable development.However,the research on the happiness of rural tourism destination residents needs further reseatch.This study taking the rural residents 's happiness as the research perspective,using the methods of literature review,interview and questionnaires to collect first-hand information,and using the Internet and other equipment to collect second-hand data.Taking Anji County as a case to rural tourism destination residents,to find out the relationship between the influencing factors,and provide reference for creating a hamonious tourism environment,improving the quality of life and quality of rural residents and building a beautiful village.The article is divided into seven parts:In the first part,the introduction mainly introduces the background,purpose and significance,research methods and research ideas.The second part is the literature review.Combing the well-being,tourism destination and the happiness of residents in the destination respectively.Within the literature review of happiness,the concept of happiness,research process,measurement methods are summarized;Within the literature review of tousism destination,tourist destination and the residents of the tourist destination are summed up;Within the literature review of the happiness of residents in the destination,study group,measurement method and influencing factors are summarized,then establish the theoretical basis of this article.In the third part,construct the theoretical model of the residents'happiness in rural tourism destination.The model contains seven latent variables:personal development,material security,public service,spiritual accomplishment,ecological environment,tourism participation and demographic characteristics,the basis of selecting each measurement model is analyzed in detail.The fourth part is the general situation and data analysis of this paper,through the questionnaire to obtain first—hand data,the qusetionnaire including respindents' basic information,life satisfaction scale,well-being self-report questionnaire and interviewees' survey on the development of post-tourism living conditions,testing the reliability and validity of the pre-survey questionnaires and modifying to form a formal questionnaire.The demographic variables experience descriptive analysis and one-way ANOVA.The conclusion shows that,there are no significant difference in the sense of happiness between the sex and residence time,but the age,educational level,income level and marital status have significant differences in the residents' happiness.The fifth part is to analyze the happiness of residents in rural tourism destination of Anji county,using SPSS to analyze the general characteristics of well-being,life satisfaction and single-topic happiness of villagers in rural tourism destination of Anji County.It is concluded that the overall well-being of rural residents in Anji County is high,with an average of 3.6,the dimensions are different:The perception of ecological environment is the strongest,followed by spiritual accomplishment,and then the public service,tourism participation and material security,the lowest is personal development perception.The average life satisfaction of rural residents in Anji County is 20.85,reflecting the local residents are very satisfied with the current life.The average of self-reported self-reported measures of well-being is 6.65,ranging from 6 to 7,between "some happiness" and "happiness".The sixth part is the analyzing of influencing factors on residents 'happiness in rural tourism of Anji County.Through assumpting?fitting and repairing the model,it is proved that material security,public service,spiritual accomplishment,ecological environment and tourism participation are positively related to residents' happiness,while personal development has no significant positive correlation with residents'happiness,and there are also strong correlations between personal development and public service,eco-environment and tourism participation,tourism participation and public services.The seventh part is conclusion and prospect,summarize the conclusion of the article,and get reference inspiration from the development of tourism,improving public services,building leisure culture and promote democracy and so on.