Research On Rural Tourism Experience And Behavior Intention Based On Involvement Theory

With the rapid development of China’s economy,people’s income has been greatly improved,living standards have been greatly improved,and rural tourism has developed rapidly.The characteristic of rural tourism is that tourists can experience natural scenery and local traditional culture,which has natural experience characteristics.But the rural tourism development in our country lags behind that of the tourist experience of growing demand,the main performance are tourism projects lack tourists interaction and experience,rural culture mining,the quality of tourism is at a low level,and the tourist experience is not good.Aiming at these problems,based on the theory of involvement,with Shandong Zhuquan village as a case study on rural tourism,through the questionnaire survey to collect data,the involvement of tourism,tourist experience to visitors and behavioral intention,and through correlation analysis,variance analysis and structural equation model was constructed method for data processing and analysis,to explore the personal involvement of tourists,the specific situation of the rural tourism experience,and behavioral intention,further study of the relationship between these three,try to find the ways of improving rural tourism experience.Through empirical analysis,the following conclusions are drawn:(1)In rural tourism,tourism involved include "attractive" "life centricity" "self-expression" three dimensions,including "attractive" and "self-expression" dimension scores are high,low scores centricity "life".In terms of tourism experience,the mean value of "aesthetic experience" is the highest,while "education experience" and "empathy experience" mean lower.In the aspect of behavioral intention,the recommendation intention is higher than the revisiting intention.(2)Assumptions are verified through the structural equation model,the study found that tourists travel involved in the "attraction" "life centricity" has positive effects on tourism experience,"attractive" "life centricity" has positive influence on behavioral intention,tourist experience positive influence on behavior intention,the research proved that the involvement of tourism,tourist experience and behavioral intention between structural relationships.(3)The basic characteristics of tourists were obtained through demographic analysis,and the proportion of young people and company employees was found to be the largest among rural tourists.And use of variance analysis in different age,education background,professional tourists involvement of tourism,tourist experience and behavioral intention has significant differences,gender and income to the visitor there was no significant difference in the three.In this paper,based on the above research results,put forward to expand the tourism market,increase the tourists travel involved,the introduction of a variety of tourism experience,dig into rural countermeasures such as traditional culture,help improving the quality of the rural tourism scenic spot,improve their travel experience,promote the sustained and healthy development of the scenic spot,for rural tourism theory research and management practices to provide reference and reference,and for this article is insufficient,for further research are prospected.