| With the rapid aging of China’s population,the phenomenon of rural tourism characterized by vacation,leisure and tourism among the urban elderly has developed rapidly in recent years.The rural tourism life of the urban elderly is not only conducive to making full use of the unique natural,cultural and seasonal idle rural infrastructure resources in the countryside,but also can relieve the pressure of urban old-age care and make the elderly physically and mentally happy.It will also be conducive to coordinating urban and rural development,promoting the construction of new rural society and promoting the development of rural economy.In view of this,this paper studies the rural tourism willingness and influencing factors of retirees in Nanjing,so as to understand the rural tourism demand and actual situation of urban elderly in developed areas of China,which has certain theoretical and practical significance.In this paper,based on the research progress of rural tourism feasibility,rural tourism mode,influencing factors and rural tourism of urban elderly at home and abroad,according to the theory of tourism motivation and push-pull theory,taking retirees in Nanjing as the research object,through the design of questionnaire and field investigation,with the help of SPSS26.0 software,the research results are as follows:1)Retirees in Nanjing have a strong willingness to travel in rural areas.Compared with the previous survey data of rural tourism experience,their willingness to travel in rural areas is mainly manifested in the development trend of rural tourism in the middle and long distance,with a longer stay time and a tendency to "migratory bird" rural tourism.The main reasons that hinder retirees’ rural tourism are:their old age and poor health;Need to take care of children and grandchildren and have little free time;Worried about poor food conditions and inadequate medical facilities in rural accommodation.2)The influencing factors of rural tourism of retired people in Nanjing mainly include attraction factor and driving force factor;Among them,the attractive factors include three factors:environmental characteristics,perceived cost,and destination services,and the driving factors include three factors:leisure and relaxation,demand promotion,policy and publicity.According to analysis of means,retirees have a higher overall awareness of the influencing factors.3)There are significant differences between retirees’ gender,age,income and living status and their perception of influencing factors of rural tourism:women are more susceptible to the influence of "policy and publicity" factors than men;The older the person is,especially the retirees who are over 65 years old and live alone,the greater the influence on the "destination service matching" factor.The lower the income,especially the retirees with a monthly income of 5,000 yuan or less,the greater the influence on "perceived cost" and "demand-driven" factors.4)Rural experience evaluation,environmental characteristic factors,service supporting factors are positively correlated with rural tourism willingness,and environmental characteristic factors have the strongest correlation with them,indicating that environmental characteristic factors are the most important influencing factors;At the same time,the satisfaction degree of rural experience evaluation in the past also directly affects the willingness of retirees to travel in rural areas..In view of the above investigation results,this paper puts forward the following countermeasures and suggestions:First,promote the construction of environmental facilities in beautiful countryside and enhance the rural image;Second,enrich the rural connotation and enhance the rural tourism experience of retirees;Third,tourism enterprises should meet the needs of urban retirees and provide personalized services and rural tourism products. |
