A Study On Influencing Factors Of Rural Tourism Willingness Of Urban Residents In Shanghai

In the light of the implementation of the rural revitalisation strategy,the major development of the rural tourism industry,as one of the industrial revitalisation of rural areas,is also in line with the development trend of adapting the industrial structure of the overall rural economy.To accelerate the construction process of rural tourism throughout the country.The good momentum in the development of the rural tourism industry in China has also contributed to the revitalization of the rural industry.As a first-level city and one of the major tourist metropolises of China,Shanghai’s rural tourism industry also significantly exceeds the national average level of development of rural tourism.In recent years,in response to the National Beautiful Rural Planning Strategy,all districts of Shanghai have also actively carried out beautiful characteristic agricultural planning and high-quality construction,continuously improved the level of beautiful agricultural construction in Shanghai and created a beautiful rural landscape with characteristics of Shanghai metropolis.Taking the influencing factors for urban residents’ willingness to tourism in rural Shanghai as an opportunity,This study establishes a theoretical analysis model of the influencing factors of urban residents’ willingness to rural tourism in Shanghai by extensively using the theory of tourism supply and demand and the theory of tourism planning behavior combined with the development status of rural tourism at home and abroad and in Shanghai,to study the cognitive degree,landscape characteristics The impact of environmental considerations,theme types,fire concerns and traffic convenience on rural areas.Using the questionnaire method,228 questionnaires and208 valid sample data were distributed to the questionnaire on willingness to tourism in rural areas in Shanghai.The reliability and validity of the will to tourism in rural areas were analysed by the SPSS,The empirical analysis and testing of data indicators are carried out using methods for examining index correlation and multiple linear regression.The empirical results show that cognitive level,theme type,traffic convenience and environmental concerns have a significant positive impact on urban residents’ intentions on rural tourism in Shanghai,and fire concern have a significant negative impact on tourism intentions.According to the results of the analysis,the following proposals are proposed: to strengthen the promotion of rural tourism,to raise awareness,to strengthen the construction of rural tourism-themed villages,to create distinctive labels,plan traffic routes for rural tourism and further improve the traffic comfort of rural tourism.