A Study On The Influencing Factors And Promotion Strategies Of Female Rural Tourism Practitioners’ Subjective Well-Being

The report of the 19 th National Congress of the Communist Party of China pointed out that in order to make the people ’s happiness more full,more secure,and more sustainable,and in the face of the increasing importance of happiness,the State Council requires that tourism be cultivated into a modern service industry that is more satisfactory to the people,and it is necessary to satisfy both tourists and the residents of the communities involved in tourism development.Therefore,based on the perspective of female tourism practitioners in rural tourism communities,this article discusses their subjective well-being factors after participating in tourism development,and proposes improvement strategies,which will help to enrich the related research of female groups in tourism to a certain extent.It has certain reference significance for improving the subjective happiness of female tourism practitioners and promoting the stable and sustainable development of rural tourism.This article construct an index system of influencing factors on subjective well-being of female tourism practitioners in rural tourism communities by literature combing,including economic status,family structure,personal development,lifestyle,social network,and ideology.Through two rounds of screening by Delphi method and autocorrelation analysis,an index system with 28 items in 6 dimensions was finally formed,and form a questionaire with SWLS scale and D-T scale.Measurement results show that the subjective well-being of female tourism practitioners in Qinggangshu Village is at the "basic happiness" level.Starting from 7 aspects which including 6 dimensions and personal factors,the analysis was conducted through an ordinal multi-class Logistic regression and found that there were 22 significant factors affecting subjective well-being in 7 aspects.Further comprehensive analysis of the model found that seven factors have significant effects on subjective well-being in different values,which including employment or entrepreneurial opportunities,right to control family property,participation in family decision-making,the right to speak in family affairs,the richness of daily life,social recognition and respect.Based on the research conclusions,this article promotes subjective well-being of the tourism industry of women in Qinggangshu Village from five aspects: transforming and upgrading the tourism industry,increasing recognition and respect for women,vigorously organizing folk activities,expanding the scope of tourism thematic training,and exerting the basic role of interest integration in conflict management.However,this paper still has limitations in terms of impact factors,survey time,and sample selection.I hope that in the future,we can expand related research from expanding impact factors and conducting horizontal and vertical comparative studies.