The Relationship Between Tourists’ Rurality Perception And Nostalgia Emotion In The Context Of Chinese Homesickness Situation

Rural tourism,as an essential part of nostalgic tourism,reflects people’s general desire for the pre-industrial era,as well as the pursuit of idyllic life.Under the requirements of new-type urbanization construction for remembering homesickness,rural areas,as the core elements of traditional historical and cultural heritages,which are the carriers of cultural homesickness and roots of national culture,are important areas for the conservation and tourism development of spiritual and cultural heritage.With the strong propulsion of new-type urbanization,it results in dramatic change both in urban and rural space,and the tendency of village space to decline,which causes great challenges for the continuity of rural culture,along with people’s sense of belongings and home.In addition,the rapid development of science and technology has led to the transience,disorder and mobility of modern life,leading to the split and collapse of people’s self-concept and identity.As a result,people nowadays yearn to establish a connection with the traditional home and the self as their spiritual pursuit.Against this backdrop,tourism and homesickness enable people to escape from the modern society for a short time and obtain a moment of mental peace.The unique traditional culture symbols,spiritual and cultural heritage of rural tourism destinations,satisfy tourists’ imagination of traditional home,which shapes tourists’ exclusive homesickness.Therefore,rural tourism has become important carrier of homesickness for tourists.However,in some established rural tourism destinations,the "one side of a thousand villages" phenomenon caused by the stereotyped construction,or "thousands of villages and thousands of faces" phenomenon caused by the deliberate pursuit of differentiation,not only makes the villages lose their own features,but also destroys the texture of village the inheritance of rural history.Coupled with the erosion of commercialization,rural identity gradually disappears.There is no place for tourists to place their homesickness,and their sense of identity and sense of belonging are reduced in the process of rural tourism.Consequently,it is necessary to explore the rurality inheritance and protection of homesickness in rural tourism destinations.Amidst the new era historical background,the interpretation of homesickness should be based on two dimensions:space and time.Firstly,homesickness is a kind of emotion in the geographical space,such as "hometown,native land and original town";Secondly,homesickness is the memory and expectation of the place where you once lived.In this sense,homesickness can be regarded as Nostalgia in space dimension.For this reason,this paper carries a survey on rural tourists,based on the review of existing literature on rurality,homesickness and nostalgia.A relational model of"rurality perception—nostalgia proneness—nostalgia" is established,and an empirical research was done in Hong village as a case to delve into the relationship among rural tourist’s recognition of homesickness,rurality perception and nostalgia emotion,as well as the individual difference’s influence on nostalgia proneness and nostalgia emotion.Using the convenience sampling to obtain data,through SPSS21.0 software to process descriptive statistics analysis,exploratory factor analysis and single factor analysis of variance,then with AMOS 20.0 statistics software to do confirmatory factor analysis,finally to verify this hypothesis model,this article’s conclusion is based on the results of the analysis,furthermore with some suggestions to the management of rural tourism.The results show that:(1)Tourists’ rurality perception has a significant positive impact on nostalgia emotion;(2)Nostalgia proneness has a significant positive impact on nostalgia emotion;(3)Age has a moderating effect on nostalgia proneness.With the increase of age,the nostalgia proneness of tourists first increases and then decreases,which peaks among 36 and 45 group.(4)Age has a moderating effect on nostalgia emotion,which increases with age.(5)In the dimension of rurality perception,the overall environmental atmosphere and cultural landscape are relatively important,followed by tourism-styled landscape and vernacular settlements architecture landscape;(6)In the tourists’ perception and evaluation of Hong village’s rurality,vernacular settlements architecture landscape ranks the first,while the cultural landscape has a comparatively low perception,and the overall environmental atmosphere and the perception of tourism-styled landscape are at a medium level.According to the results of empirical research,suggestions on the development and management of rural tourism are put forward:(1)To remember homesickness,we must incorporate rural protection and inheritance into the process of rural planning construction,notably the protection and improvement of the overall rural environment and cultural landscape;(2)Rural tourism marketing should value the market segmentation of nostalgia feelings,and carry out targeted development and publicity according to the characteristics of each market segment;(3)Retaining homesickness should not only stay in rural construction,but urban cultural heritage should also receive attention.