Research On Chongqing Senior Citizen’s Willingness And Its Influencing Factors To Rural Leisure Endowment

Population is the basic human resource guarantee for a country to achieve sustainable economic development.With the development of China’s economy and the improvement of people’s living standards,the average life expectancy of China’s population is also gradually increasing.At the same time,with the change of people’s life concept,the fertility will also continue to decrease,thus China’s aging problem is becoming more and more prominent,China’s politics,economy,culture and other aspects will have a profound impact.How to solving the elderly care problem is an important issue accompanying the aging of the population.Mobilizing social resources to solve the elderly care problem is an important path that the government urgently needs to adopt to solve the shortage of elderly care resources.Responding to the national rural revitalization strategy and coordinating urban and rural development,the Chongqing City Government has strived to promote the development of the elderly care service industry,in order to adapt to the shortage of elderly care resources caused by changes in family structure and improve the happiness of the elderly.In this context,this article takes the elderly population in the main urban area of Chongqing as the research object,uses multiple methods that includes the literature review method,questionnaire survey method,empirical research method and in-depth interview method to present the supply and demand status of elderly care,their rural leisure preferences and the important factors influencing their willingness of rural leisure and elderly care..Through the analysis of the current situation of supply and demand for the elderly in Chongqing,this article finds some interesting phenomenon.In the context of the accelerated aging of the population,the demand for elderly care in Chongqing has risen sharply because the consumption power of the "silver-haired people" has increased.In addition,the national policy supports the development of the elderly care industry.On the demand side,the supply capacity of institutional elderly care is limited.Therefore,the service quality of elderly care institutions needs to be improved.Although the finance for the elderly is developing rapidly,the income is not enough.The quality and level of elderly care service teams need to be strengthened,and the geographical distribution of elderly care institutions and services is uneven.Through logistic regression and other empirical analysis,this paper finds that the elderly’s willingness to provide for the elderly in rural areas is affected by the elderly’s personal characteristics,the elderly’s family environment,the quality of life in the place of residence,and the conditions of the retirement location.Specifically,this paper find that 1)the worse the health of the elderly,the weaker their willingness to pay for rural leisure and old-age care service;2)the greater the intergenerational conflict in the family,the stronger their willingness to pay for rural leisure and old-age care service;3)the poorer the perception of their urban living environment,the stronger the willingness of rural leisure and old-age care service;4)the good natural environmental conditions can enhance the willingness of the elderly to enjoy rural leisure and old-age care service;5)the better the rural infrastructure construction,the stronger their willingness to pay for rural leisure and old-age care service;and 6)the higher the quality of rural leisure and elderly care services,the stronger the willingness of pay for the service.Based on the analysis,this paper puts forward relevant development suggestions from different perspective.The government could improve the development of the rural leisure and old-age care service by some measures.First,improving roads and supporting infrastructure construction,reducing bottlenecks in the settlement of pensions in different places,opening up preferential services between the two places and protecting the local natural ecological environment are important for enhance the development capacity.Second,organizing activities to connect people,exploring the development pattern and establishing the development norms of leisure and elderly care service enterprises are the way to form a healthy development path.In addition,the companies can improve their profitability through formulating development strategies by integrating resources,making scientific and reasonable marketing after analyzing the customers’ pain points,forecasting the development of the enterprise based on the development of the entire industry,establishing a training and assessment system for employees to improve companies’ services quality,and building a data platform.