Research On The Influencing Factors Of Participation Behavioral Intention Of Rural Tourism Self-employed

Rural Revitalization is an important development strategy put forward in the report of the 19 th National Congress of the CPC.The development of rural tourism is an important breakthrough to realize the revitalization of rural areas.Rural Tourism plays an important role in the development of agriculture and tourism.In the process of rural tourism development,rural tourism self-employed as the core participants and beneficiaries of tourism development activities,is the key to the development of rural tourism.From the domestic and international research,there are many subjects and achievements about the behavior of the rural tourism operators,but the research about the influencing factors of the behavior intention of the individual rural tourism operators is still rare.The study on the influencing factors of participation behavior intention of rural tourism self-employed operators is of great significance to the further study on the development,organization and management mechanism of rural tourism and the promotion of sustainable development of rural tourism in China.In view of this,this paper puts forward the theme of the study on the influencing factors of the participation behavioral intention of rural tourism self-employed.Taking the self-employed rural tourism operators in Huaihua as the research object,this paper makes an empirical study on the influencing factors of the participation behavior intention of the self-employed rural tourism operators through questionnaire survey and establishing structural equation model.The conclusions are as follows:(1)There are differences in behavior attitude,behavior control cognition,subjective norm,management level and behavior intention among different groups,such as education level,age,monthly income and management type.(2)The factors such as participation behavior attitude,behavior control cognition,subjective norm and management level have significant positive effects on behavior intention.(3)The behavior attitude of rural tourism self-employed operators plays a mediating role in the relationship among behavior control cognition,subjective norm and behavior intention.(4)The positive effects of behavior control cognition,subjective norm,behavior attitude and management level on behavior intention are in the order of subjective norm,behavior control cognition,behavior attitude and management level,among them,the subjective standard is the biggest,the management level is the smallest.Combined with the research results,the following suggestions are put forward:(1)Give full play to the role of government support to provide a good external environment for rural tourism self-employed.(2)Strengthen the skills training of rural tourism self-employed operators and improve their management level.(3)Strengthen policy publicity and develop diversified talent incentive systems to attract more people,especially young or high-level talents,to engage in rural tourism management.(4)Change the concept of rural tourism development areas of farmers to work,raise awareness,respond positively to the government’s call for the development of tourism across the region,into the development of rural tourism.