Research On The Relationship Between The Self-Congruity Of Traditional Village Homestay Tourists,Place Attachment And Behavioral Intention

In the background of the new era,away from the hustle and bustle,close to nature,taste nostalgia,has become a fashion,and B&B is undoubtedly one of the excellent windows and carriers,both from the policy level and the market level,the quality development of B&B is much attention.Traditional village homestay has become a representative of popular holiday tourism products and even a place for Internet celebrities to punch in.At the same time,the structural problems of traditional village B&Bs have been further exposed,with oversupply,serious homogenization,and obvious off-peak seasons in some areas,and a lack of high-quality supply of traditional village B&Bs in some areas with strong demand.Therefore,in the surrounding shortdistance tour booming,traditional village B&B favored environment,in order to make the B&B service quality,development benefits and drive to improve all-round,it is necessary to pay attention to the B&B standardization,quality,brand development.Then,how can traditional village B&Bs better meet tourists’ personalized,quality and multi-level tourism consumption needs,thus becoming representative products that help tourism quality development and rural revitalization,becomes a critical issue to be solved.This study takes the relationship between self-consistency,local attachment and behavioral intention of traditional village B&B tourists as the research content,takes ABC attitude theory,local theory and self-validation theory as the theoretical basis,constructs a theoretical model of self-consistency affecting local attachment and behavioral intention in the context of traditional village B&B and puts forward relevant hypotheses,while adding self-validation motivation as a moderating variable to explore its influence The boundary conditions of its effect are also explored.Traditional village lodging in Wuyuan County,Shangrao City,Jiangxi Province,was selected as the research object,and the research data were obtained through field visits and formal research,and paper version questionnaires were distributed,and descriptive statistical analysis,reliability analysis,and validation factor analysis were conducted on the obtained data using SPSS26.0 and AMOS24.0 software.The hypotheses,mediating effects and moderating effects were then investigated through structural equation modeling and bootstrap methods.The results of the study showed that(1)self-consistency had a significant positive effect on behavioral intention;(2)local attachment had a significant positive effect on behavioral intention;(3)local dependence had a significant positive effect on local identity;(4)the internal influence mechanisms of self-consistency on local attachment were different,with real self-consistency,ideal self-consistency,and ideal social selfconsistency having significant intention,and social self-consistency has a significant effect on local identity;(5)local attachment plays a mediating role in the influence of self-consistency on behavioral intention,and the mediating effect is significant;(6)self-validation motivation plays a positive moderating role in the relationship between self-consistency and behavioral intention,and the moderating effect is significant.Based on the above findings,this study proposes specific countermeasures for B&B operators and managers to promote the sustainable and healthy development of traditional village B&Bs:(1)precisely locating target market tourists and constructing corresponding brand images;(2)tapping cultural themes and life characteristics and attaching importance to local attachment enhancement;(3)improving relevant supporting infrastructure and enhancing the added value of B&B products;(4)innovating emotional marketing methods and improving publicity and promotion effect.