Study On Farmers' Willingness To Transfer Rural Tourism Land Under The Background Of Minnan Culture

The rural revitalization has gradually risen to the level of national strategy,rural tourism plays an important role in promoting agricultural and rural development,urban-rural integration,and farmers' poverty alleviation and prosperity.With the development of rural tourism in full swing,the transfer of rural tourism land has become an important practical problem affecting development.As land users and the main body of agricultural production in the new era,farmers' willingness to transfer land directly restricts the development and development of rural tourism.This study focuses on the impact of local culture on farmers' willingness to transfer rural tourism land.Taking southern Fujian as an example,it explores how cultural,economic and personal factors in southern Fujian affect farmers' real willingness to transfer rural tourism land in the process of rural tourism development.This paper is based on interviews and questionnaires.Firstly,30 peasant households in three rural tourism construction villages,namely Dingye Village,Renren Village and Shangping Village,were selected for in-depth interviews.The interview data are arranged into text and analyzed by NVivo 11.A tree node graph is established to form 30 free nodes.Three important factors are extracted from the interview text data analysis,namely "cultural factor","economic factor" and "personal factor".Secondly,based on Bandura interactive determinism theory,rural tourism of farmers in southern Fujian is constructed under the background of cultural background.The theoretical framework and research model of land transfer intention.Thirdly,the questionnaire is designed based on the theoretical framework and research model.The questionnaire is divided into two parts,one part is the question item,totaling 18 items in six aspects,the other part is the individual basic information item,there are 13 farmers' information options.After the formation of the questionnaire,650 farmers in five villages were surveyed by questionnaire.Structural equation model test on the data shows that the culture of southern Fujian has a positive or negative impact on farmers' willingness to transfer land to rural tourism land.Language culture,family culture and folk culture have a positive and significant impact.Farmers are influenced by dialects(Minnan dialect)and family members and daily life habits.At the same time,they have the mentality of conformity and think that as long as they are big as they are big.Families believe that the development of rural tourism is good for their hometown and they are willing to transfer;religious belief culture has a negative effect on the willingness to transfer;the stronger the farmers' belief in the land public and the land mother-in-law,the stronger the local complex,the weaker their willingness to transfer;in addition,the social security and personal factors in economic factors,the education level,the situation of engaging in agriculture and the main economic sources of the family transfer to the farmers.Conversion intention has a positive and significant impact,and the research conclusions are consistent with the existing research.Therefore,in the process of circulating rural tourism land,we should respect farmers' cultural emotions,face up to language differences,retain local beliefs,rationally use religious beliefs,pay attention to the life security of rural households,improve farmers' cultural and educational quality,enhance farmers' employment ability of new rural tourism industry services,re-examine and properly handle the development of rural tourism.The interest relationship among the visiting government,village collective,tourism developer and peasant household is a new way to promote rural revitalization by rural tourism.