A Research On Relationship Among Rural Image,Tourist Involvement And Place Attachment For Rural Tourists

Recently,the development of rural tourism in full swing,there have been many forms of development such as farmhouse,leisure agriculture,ecological agriculture park,getting more and more tourists,attention and love.Rural tourism tourists mostly from the city,the city formed its own problems of rural tourism thrust,the rapid development of rural areas in recent years has brought rural tourism full of tension.However,in the practice of rural tourism development,a large number of development behavior violates the original intention of rural tourism development,and the construction process leads to the lack of rural.Therefore,rural tourism has clearly prompted the motivation of rural tourism and rural image is formed,what elements of rural tourists in mind is,what rural image for tourists interest incentive is,how the forming process of the tourism destination and the degree of emotional attachment is,are very important for the sustainable development of rural tourism.The relationship between tourist involvement and place attachment has been studied by a few researchers.With the rapid development of rural tourism in China,rural tourism has been playing an important role in the tourism industry.The study of rural image of tourists is very important for the development of rural tourism because that rural image is the core attraction and core competitiveness of rural tourism.And also tourist involvement and local attachment is an important factor for sustainable development of rural tourism.There have not been clearly put forward to rural tourism as the research object in relevant results.The research on rural tourism image,tourist involvement and place attachment has important significance from the perspective of time and theory.Therefore,this study intends to do some exploratory attempt.This paper empirically analyzes the relationship among rural image,tourist involvement and place attachment.The investigation is intended to measure rural image of rural tourists and the influence on tourist involvement and place attachment,which based on questionnaire data gathered from the tourists of Gaochun.406 questionnaires were distributed and 368 valid questionnaires were obtained with a useable response rate of 90.6%.Using EXCEL for data collation,and SPSS software descriptive statistical analysis,reliability and validity analysis,factor analysis,correlation analysis,independent samples T-test and ANOVA,followed by AMOS software path analysis.The results from exploratory factor analysis indicated that rural image can be classified into "ecological landscape","settlement architecture landscape","infrastructure","cultural image" and "atmosphere image".The results from confirmatory factor analysis indicated that there is sufficient reliability and validity of each concept in this model.When using the structural equation model to test the research hypotheses,the results of the structural equation modeling analysis indicate that:(1)Rural tourists' rural image has significant positive effect on tourist involvement;(2)Rural tourists' tourist involvement has significant positive effect on place attachment;(3)Rural image hasn't direct effect on place attachment,but has indirect effect,and the tourist involvement partially mediate the relationship between them.Study on the innovation of the image according to the related research,combined with the rural tourism types try to construct rural image evaluation system,and construct the tourism involvement and the model of relationship between place attachment,to explore the mechanism of the effect.The problem is that the index system is not comprehensive and systematic,and the choice of cases is not rich enough.