A Study On The Influence Of Rural Revitalization Utility Perception On The Sense Of Place Of Rural Tourism Practitioners

The implementation of rural revitalization strategy is a major decision made by the 19 th Party Congress,and is the general grasp of the "three rural tasks" in the new era.As the rural revitalization strategy continues to advance,how to evaluate the effectiveness of rural revitalization from different rural subjects is crucial to the further implementation of the rural revitalization strategy.The rural revitalization strategy promotes the comprehensive development of rural industry,ecology and culture,which creates a good environment for rural development and attracts a large number of tourism talents to the countryside.And for villages to retain tourism talents and make them willing to stay to build the countryside and develop tourism activities,they must grasp their needs,cultivate their deep emotional connection with the place,and stimulate their internal vitality.In the background of the era when China’s rural tourism is booming to help rural revitalization practice,rural tourism practitioners have become important tourism talents for rural development.Based on this,from the perspective of rural revitalization utility perception,rural tourism practitioners in Nanning,Guangxi are taken as the research objects to empirically analyze rural tourism practitioners’ rural revitalization utility perception,tourism development satisfaction and sense of place characteristics,and take tourism development satisfaction as a mediating variable to explore the influence of rural revitalization utility perception on rural tourism practitioners’ sense of place.Using the research methods of literature analysis and questionnaire survey,firstly,we collected,organized and analyzed the studies of domestic and foreign scholars on the relationship between rural revitalization and rural tourism,rural tourism practitioners and sense of place.Secondly,based on the literature analysis,the research model of "rural revitalization utility perception-tourism development satisfaction-sense of place" was constructed,and the measurement scales of rural revitalization utility perception,tourism development satisfaction and sense of place were designed.Again,a questionnaire survey was conducted among rural tourism practitioners in Nanning,Guangxi,and SPSS21.0 analysis software was used to analyze the valid questionnaires by descriptive statistics,reliability,difference analysis,correlation analysis and regression analysis to verify the relationship between perceived utility of rural revitalization,satisfaction with tourism development and sense of place,and to propose countermeasures to improve the sense of place among rural tourism practitioners based on this analysis.The empirical analysis found that:(1)The perceived utility characteristics of rural tourism practitioners’ rural revitalization differ significantly from their sense of place characteristics.The perceived utility of rural revitalization is composed of five dimensions: industrial revitalization,ecological revitalization,cultural revitalization,organizational revitalization and talent revitalization,and the mean values of the five dimensions are: ecological revitalization > organizational revitalization > industrial revitalization > cultural revitalization > talent revitalization.The sense of place of rural tourism practitioners contains three dimensions: local cognition,local emotion and behavioral intention,among which the mean value of local cognition dimension is the highest,the behavioral intention dimension is the second,while the local emotion dimension is the lowest.(2)Rural tourism practitioners with different demographic characteristics have different differences in rural revitalization utility perception,tourism development satisfaction and sense of place.The variability of rural revitalization utility perception,tourism development satisfaction and sense of place is mainly reflected in six demographic characteristics: gender,place of origin,age,occupation,local working hours and monthly income.(3)Perceived utility of rural revitalization positively influenced rural tourism practitioners’ sense of place.Except for the industrial revitalization dimension and the local emotion dimension,the industrial revitalization dimension and the talent revitalization dimension and the local behavior dimension,there are significant positive correlations between each of the rural revitalization utility perception dimensions and each of the sense of place dimensions.Meanwhile,satisfaction with tourism development positively influenced sense of place and partially mediated the relationship between perceived utility of rural revitalization and sense of place.