Research On The Influence Of Rural Tourism Host-guest Interaction On Tourist Advocacy

In recent years,rural tourism has been flourishing nationwide as an effective way to realize the rural revitalization strategy and accelerate the process of common prosperity.At the same time,the competition among rural tourism sites is also intensifying,and how to gain tourist advocacy is the key to win in the market competition of each rural tourism site.In rural tourism activities,the interaction between hosts and tourists,as the two core subjects,is important in triggering special emotions and stimulating tourists’ advocacy behavior.However,existing relevant studies have paid less attention to this topic.Based on this,this study uses stimulus-organism-response theory to explore the mechanisms by which host-guest interactions at rural tourism sites influence tourist advocacy,and to examine whether,how,and under what circumstances host-guest interactions at rural tourism sites stimulate tourist advocacy behavior.To effectively answer the above questions,this study conducted field research in Likeng Village,Wuyuan County,and collected 307 valid visitor questionnaires by questionnaire survey method,so as to investigate the influence of host-guest interaction on tourist advocacy and its inner mechanism of action in rural tourism context.The focus is on the direct role of host-guest interaction on tourist advocacy,the mediating role of sense of human place,and the moderating role of residents’ irregular behaviors were mainly investigated.The study found that in the rural tourism context,(1)the three dimensions of host-guest interaction(frequency of social-oriented interaction,frequency of service-oriented interaction,and quality of interaction)had a significant positive effect on tourist advocacy;(2)the two dimensions of sense of human place(cognitive experience and bonding)played a partially mediating role in the relationship between the three dimensions of host-guest interaction(frequency of social-oriented interaction,frequency of service-oriented interaction,and quality of interaction)and tourist advocacy;(3)residents’ irregular behaviors played a positive moderating role in the relationship between the quality of interaction dimension of host-guest interaction and the two dimensions of sense of human place(cognitive experience and bonding).Based on the above findings,this thesis provides the following countermeasure suggestions to rural tourism places in order to provide enlightening ideas for achieving high-quality development of rural tourism:(1)they should focus on creating a good environment for the interaction between the host and the guest in terms of hard and soft environment;(2)it should pay attention to the value of host-guest interaction,treat local residents as one of the important attractions of rural tourism places,and give full play to the charm of hosts;(3)they should scientifically understand and reasonably regulate the residents’ irregular behaviors of rural tourism places in various aspects.