A Study On The Model Of Tourist Behavioral Intention In Rural Tourism

How to judge the behavioral intentions of tourists is an important research,tourist and marketing departments also goal to improve tourists' revisiting and recommendation intentions.Rural tourism has developed rapidly in the context of the rural revitalization strategy,but the serious homogenization phenomenon is difficult to form the core competitiveness and then stand out.With the prevalence of the urban nostalgia,the nostalgia has become a social phenomenon that cannot be ignored.This research constructs a tourists' behavioral intention formation model in rural tourism destinations from the perspective of the relationship between people and land,using the "nostalgia" as the per-variant and the destination image and place attachment as the intermediate variables,and opens up a new perspective for the development of rural tourism destinations.Nostalgia,which is carried on memories or historical monuments,cultural heritage and the background of the times,refers to an individual's memories of past life or a kind of collective nostalgia.The destination image is composed of cognitive images,emotional images and overall images,which refers to tourists' objective tangible and emotional intangible cognition of destinations.The place attachment,which is an emotional connection between people and land,can stimulate tourists' strong emotions towards the destination,and then affect the behavior of tourists.This research constructs a model of "nostalgia-tourist destination image-local attachment-behavioral intention" based on the theory of "cognition-emotion-behavior".chooses the Hougou village of Yuci region with profound historical and cultural heritage as the case site.Furthermore,questionnaire survey was conducted on the visitors,and descriptive statistical analysis,reliability and validity analysis,correlation analysis,regression analysis,difference analysis and mediation analysis were conducted by using SPSS22 and AMOS21 software.The results show that nostalgia,destination image and place attachment not only have direct positive impacts on tourists' behavioral intention.At thesame time,tourists' behavioral intention is mediated by cognitive image,effective image and place attachment;cognitive image has a direct positive impact on effective image,place attachment,and behavioral intentions,and place attachment mediation affects the relationship between cognitive image and behavioral intention;emotional image has a positive effect on local attachment and behavioral intention,while local attachment as an intermediary variable affects the relationship between emotional image and behavioral intention;local attachment has a positive effect on behavior intention;There are significant differences in age,education background and gender among the variables.This research discusses the formation model of rural tourist tourists' behavioral intent through quantitative research methods.In theory,this research enriches the theoretical basis of "cognition-affecting-behavior" and introduces nostalgia and local attachment into the study of behavioral intent,which plays a certain supplementary role.In practice,this research finds a new breakthrough for similar rural tourism tourists to revisit and improve the recommendation intention,so as to help rural tourism have a sound development mode.