Research On The Influencing Factors Of Farmers' Participation In Rural Tourism

The rural tourism industry featured by a high degree of integration plays a strong role in promoting the comprehensive development of the rural industry,and it is also an important part of the rural industry.Promoting the interactive development of urban and rural areas,it is a strong driving force for realizing the rural revitalization strategy,an important measure to implement the poverty alleviation program put forward by the central government,and a useful supplement to the efforts to complete the building of a moderately prosperous society in all respects in rural areas.As the most basic unit of rural production,living and distribution,peasant households’ participation in rural tourism is the key to the development of tourism.In recent years,to carry out the city strategy of "To be rich by tourist",the Baiyun Village of Gaoxing Town,with the help of the development opportunity of "Strong Provincial Tourist Town",insists on developing modern agriculture with reform and innovation thinking,vigorously developing the characteristic agriculture by giving full play to regional advantages,and exploiting special tourism products,which leads to booming of suburban tourism and whole improvement of town economy.Based on the participation in rural tourism of peasant households in Baiyun Village of Gaoxing Town and taking the existing study related to the development of rural tourism and peasant households’ participation to rural tourism at home and abroad for reference,this paper makes a comprehensive analysis of the influence factors of peasant households’ participation in rural tourism in Baiyun Village and provides corresponding suggestions and countermeasures for peasant households to better participate in rural tourism through on-the-spot investigation,and establishment of a scientific database.Based on the investigation and analysis of farmer households’ participation in rural tourism in Baiyun Village of Gaoxing town,it is concluded that the factors affecting their participation in rural tourism mainly include professional training,willingness to participate,land quantity,and consumption level,etc.The probability of farmer households’ participation in rural tourism increases with the increase of influence factors.At present,Baiyun Village is in the initial stage of developing rural tourism and there are many characteristic resources of rural tourism that can be developed.The preferential policies of the government on peasant households’ participation in rural tourism have not been fully implemented.Promotion of tourism products is insufficient.Most peasant households only tend to provide basic services to participate in rural tourism.Peasant households want to expand the scale of operation,but there is no land index.In order to increase peasant households’ participation,as well as their employment and income,the development of rural tourism in Gaoxing town still needs to start from the following aspects.Firstly,strengthened specialized training for farmers should be provided.Training in different categories should be conducted according to the needs,as well as optimized training measures and more government subsidies.Secondly,publicity should be strengthened to improve farmers’ understanding of rural tourism and guide farmers to participate in rural tourism in various forms,in order to guarantee peasant households’ rights and enhance their willingness to participate.Thirdly,it is important to improve the land use policy and enhance the brand awareness by optimizing financial policies,innovating credit products,innovating promoting measures and planning characteristic tourism activities.Fourthly,more government support should be involved to improve peasant households’ participation environment and raise their consumption level.The rural tourism industry should be developed in a sustainable and intensive way by improving the construction of rural infrastructure and allocating tourism resources in a scientific way.Fifthly,the brand awareness should be vigorously improved by launching rural tourism routes and products with local characteristics,designing local tourism websites and giving full play to the marketing effect of new media in order to create tourism products that others don’t have or better than others’.