Study On Influencing Factors Of Tourists' Behavioral Intention In Agricultural Heritage Sites

After the year of 2002,with the development of the protection of agricultural heritage in China,a large number of academic research results have emerged,covering the protection of agricultural heritage,value assessment,tourism development and sustainable development countermeasures and so on.But at present,most of the tourism development of agricultural heritage sites is still in the primary stage,scenic spot management and infrastructure construction is not perfect,tourism product is relatively single,the economic benefit is relatively low,industrial integration is not high.How to through the research of tourists,to understand the factors of agricultural heritage tourism,to help government departments to formulate relevant policies to attract tourists traveling to agricultural heritage,to help operators and managers of agricultural heritage tourism to provide personalized travel experience product and enhance the competitiveness of scenic spots,has become an important issue to be solved.This study firstly summarizes the researches on agricultural heritage and tourists' behavioral intention at home and abroad,and introduces the basic theories mainly applied,namely theory of planned behavior,push-pull theory and attribution theory.Secondly,structural equation model of influencing factors of tourists' behavioral intention in agricultural heritage sites was established,according to the research model and research needs to identify research hypothesis.Then combining the interview results and referencing the relevant scales to design questionnaire,selecting agricultural heritage tourism potential visitors and site visitors as the research object,and to get the sample through the spot and the network.IBM SPSS Statistics 20.0 and IBM SPSS Amos 21.0 and other statistical software were used to analyze the survey data.And structural equation model,independent sample T test and one-way anova were used to verify the research hypothesis.Finally,according to the results of the study,put forward targeted management opinions and suggestions.The empirical research results show that :the behavioral intention of tourists(including potential tourists and field tourists)to visit agricultural heritage sites is directly affected by their subjective norms,attitudes towards agricultural heritage tourism,destination supply of agricultural heritage tourism and perceived behavior control,and the impact is positive;tourists with different gender,age,education background,occupation and income level have significant differences in subjective norms,attitude towards agricultural heritage tourism,destination supply of agricultural heritage tourism,perceived behavior control and behavioral intention.