Research On The Influence Of Rural Perception On Willingness To Revisit

At present,competition in rural tourist destinations is intensifying.Compared with exploring new tourism markets,promoting tourists' revisiting can not only save marketing costs,but also bring economic income to tourism destinations and enhance the comprehensive competitiveness of tourism destinations.The willingness to revisit can predict the future travel behavior of tourists,and it is necessary to study the factors influencing the willingness of revisiting.Rural nature is not only a concept that describes the characteristics of rural areas,but also the core competitiveness of rural tourism development.Therefore,this paper studies the influence of tourists' revisiting willingness on rural tourism destinations from the perspective of tourists' rural perception,and provides new ideas for the study of the influencing factors of rural tourism destinations.This paper selects Yuanjia Village,a typical rural tourist destination,as a case study,constructs a structural equation model,and uses various social survey methods and mathematical statistical analysis methods such as questionnaires and interviews to explore the influence of tourists' rural perception on tourists' willingness to revisit and analyze.Satisfaction is the mediating effect between the two.The main contents of the paper are as follows:First of all,it sorts out the domestic and foreign research progress of the literatures related to rural,revisiting willingness and tourist satisfaction,and briefly expounds the basic connotation of tourism experience theory,expectation difference theory and its application in the thesis,and lays the theoretical foundation of the article research.Secondly,the research hypothesis and theoretical relationship model are proposed,and Yuanjia Village is used as an example to empirically analyze the hypothetical relationship between rural perception and revisiting willingness.Use questionnaires,interviews and other methods to collect and process data.By constructing the SEM structural equation model,this paper explores the influence of various dimensions of rural perception perception(rural landscape perception,rural cultural perception,product feature perception,location condition perception)on the willingness to revisit,and tests the mediating effect of tourist satisfaction.The research results are as follows:First,the perception of rural landscape,the perception of rural culture,the perception of product characteristics,and the perception of location conditions all have a significant positive impact on the willingness to revisit.Among them,the perception of product features and the perception of rural culture have a greater impact on the willingness to revisit;The degree of perceived impact is second,and the perception of location conditions has the least impact on the willingness of visitors to revisit.Second,the rural perception and its four dimensions have a positive impact on the satisfaction of tourists.The perception of rural culture and the perception of product features have a greater impact on the satisfaction of tourists.The influence of rural landscape perception on tourist satisfaction is second.The influence of location condition perception on tourist satisfaction is relatively weak.Third,the satisfaction of tourists plays a mediating role between the rural perception of tourists and the willingness to revisit,and the satisfaction of tourists plays a full intermediary role between the perception of rural landscapes,the perception of rural culture and the willingness to revisit.Partial mediation effect between perception,location condition perception dimension and revisiting will.Finally,based on the results of empirical research,the author puts forward suggestions for the construction of tourist attractions in Yuanjia Village: Strengthening the protection and development of rural landscapes;2 Paying attention to excavating the cultural connotation of Guanzhong folk customs and creating a unique rural cultural brand;3 Innovative tourism products construction;4 Innovative and characteristic tourism product construction optimizes the location conditions of Yuanjia Village.