Study On The Influencing Factors Of Rural Residents' Tourism Consumption Willingness

In recent years,China's travel industry has developed vigorously,but the growth rate of rural residents' tourism consumption is relatively slow,the level of tourism consumption is low,and there is a big gap with urban residents' tourism consumption.Therefore,at this stage,the travel market of rural residents with a large population still has a lot space of growth.It is a potential market for travel industry.How to improve the tourist consumption of rural residents has become the main problem to be solved.At the same time,tourism consumption belongs to spiritual enjoyment consumption,which is the external manifestation of people's pursuit of a higher level of life.Improving rural residents' tourism consumption can effectively enhance their sense of satisfaction and happiness.The improvement of rural residents' tourism consumption depends on their consumption willingness,which is also affected by multiple factors.As far as the relevant research results are concerned,there are few literatures that can put forward suggestions and countermeasures to improve rural residents' tourism consumption willingness.Therefore,in order to promote the development of rural tourism market and enhance rural residents' sense of well-being and acquisition,it is of great theoretical and practical significance to study the influencing factors of rural residents' tourism consumption willingness.This paper takes the rural residents' tourism consumption willingness as the research object,constructs the theoretical model of the factors affecting rural residents' tourism consumption willingness on the basis of combing the relevant literature,and puts forward the research hypothesis of the influence factors and variable indicators on rural residents' tourism consumption willingness.Then,taking the micro-survey data of Fan County in Henan Province as an example,this paper makes a qualitative and quantitative analysis of the current situation of rural residents in the survey area and the impact of various variables on tourism consumption willingness.Finally,we construct Logit regression model and Probit regression model to analyze the influencing factors and mechanism of rural residents' tourist consumption willingness,so as to put forward suggestions for improving rural residents' tourism consumption willingness on and provide reference for improving rural tourism consumption level.The main conclusions of this paper are as follows: First,the individual attributes of the respondents have a significant impact on rural residents' tourism consumption willingness.And male rural residents' tourist consumption willingness is more likely to occur than female;education level has no impact on rural residents' tourism consumption willingness;experience of migrant work has a positive impact on rural residents' tourism consumption willingness.Second,consumption capacity has a significant impact on rural residents' tourism consumption willingness.The elderly support ratio has a significant positive impact on rural residents' tourism consumption willingness;the higher the per capita income of the rural resident family,the higher the rural residents' tourism consumption willingness;and the family wage income does have a significant positive effect on tourism consumption willingness;but the agricultural income has no significant positive impact on tourism consumption willingness.Third,consumption security has a significant impact on rural residents' tourism.Participation in the new rural cooperative medical system has no effect on rural residents' tourism consumption willingness;rural residents who buy commercial insurance have tourism consumption willingness.Fourth,consumption concept has a significant impact on rural residents' willingness on tourism consumption.There is a significant positive correlation between Internet and rural residents' tourism consumption willingness;the easier rural residents get loan from bank,the stronger their tourism consumption willingness;rural residents' families have relatives and friends of teachers,doctors or public servants,which can promote their own tourism consumption willingness.