A Study On The Intentions Of Rural Tourism Behavior Of Residents In The Main District Of Changsha City Based On The TPB Expansion Model

In tourism research,how to identify the behavioral intentions of tourists is a very important topic.In western academia,the study of tourism behavior and behavioral intention is already one of the important areas of tourism theory research,and domestic academic circles are paying more and more attention to such research.The Nineteenth National Congress of the Communist Party of China pointed out that it is necessary to implement the strategy of rural rejuvenation,establish and improve the development mechanism of urban-rural integration,adhere to the priority development of agriculture and rural areas,and accelerate the modernization of agriculture and rural areas.Rural tourism has become increasingly effective in promoting rural revitalization.It can effectively increase farmers' income,reduce the gap between urban and rural areas,and play an important role in achieving the harmonious development of rural communities and solving the "three rural" issues.In this context,studying the behavioral intentions of rural tourists is particularly important for the healthy development of rural tourism.Based on the research on rural tourism,tourism behavior intention and tourism destination image,this research expands the theory of planned behavior,and constructs variables including tourism destination image,perceived behaviorcontrol,subjective norms,perceived behavior control,and behavior attitude.Conceptual model of behavioral intentions of rural tourism.Residents in the main urban area of Changsha City were selected as the research object,and a questionnaire was designed with reference to previous research results and survey contents,and the scale was determined through Delphi method and trial survey.Using SPSS 20.0 and AMO software,comprehensive exploratory factor analysis,structural equation model and other methods were used to explore the effect of each element on rural tourism behavior intention.The research conclusions of this paper are as follows:(1)The newly constructed TPB model including the image of tourist destinations can effectively explain the formation process of rural tourism behavior intention.(2)Rural tourism behavior intentions are mainly affected by six factors: perceived behavior control,subjective norms,behavioral attitudes,tourist attractions,tourism facilities and services,and historical and cultural heritage.There are differences.(3)In the theory of planned behavior,subjective norms,perceived behavioral control,and behavioral attitudes have significant positive effects on rural tourism behavioral intentions.Among them,behavioral attitudes play a mediating role in the path of rural tourism behavioral intentions.(4)In the image dimension contained in the tourist destination image,tourism attractions and historical and cultural heritage have asignificant positive impact on the intention of rural tourism behavior.Among them,the historical and cultural heritage itself has a positive effect on behavior intention through the mediating effect of behavior attitude.Tourism facilities and services only have a positive effect on behavioral intention through the mediating variable of behavioral intention.At the end of the article,from the aspects of strengthening the guidance to tourists,improving the image of rural tourism destinations,and establishing a database of rural tourist information,some related countermeasures and suggestions for improving the intention of rural tourism behavior are proposed.