| Since 2000,China’s aging process has been accelerating.The problem of providing for the aged bears the brunt,which has aroused great attention from the society.At the same time,with the victory of China’s fight against poverty and the comprehensive promotion of rural revitalization strategy,rural tourism,an important starting point of rural economic development,urgently needs to seek a new development model.Rooted in such fertile soil,the mode of travel senior care has attracted the attention of the market at the beginning of its germination.Among them,living in rural tourism destinations for the aged is especially sought after by the elderly.However,as a new thing,the development of travel senior care is bound to be tortuous,and the hidden contradictions between tradition and change,demand and supply,and between cities and rural areas can not be ignored.Therefore,the research on the decision-making behavior of the elderly travel senior care in rural tourism destinations is beneficial to understand the characteristics and influencing mechanism of the decision-making behavior of the elderly traveling and living in rural tourism destination and explore the group characteristics of the elderly tourists’ tourism decision-making;It is also of great theoretical significance and practical value to scientifically promote the development of rural travel senior care industry,promote the sustainable development of rural tourism,and comprehensively promote rural revitalization.Based on the present situation of the development of rural tourist destinations in Jiangxi Province,this study selects four typical rural tourist destinations in Jiangxi Province as case studies,and comprehensively adopts the methods of questionnaire survey,structural equation model to study the decision-making behavior of the elderly living in rural tourist destinations,that is,the urban elderly who choose suitable rural tourist destinations for living and supporting the elderly.First of all,on the basis of relevant research at home and abroad,according to cognitive-attitudinal-behavioral theory,behavioral decision theory and social cognitive theory,this paper puts forward 10 research hypotheses about the cognition,attitude and decision-making behavior of the travel senior care in rural tourism destinations,and constructs a conceptual model of the decision-making behavior of the elderly travel senior care in rural tourism destinations.Then,a questionnaire is designed to collect research data.Then,with the help of SPSS,AMOS and other tools,using SEM and other methods,the collected data of 425 elderly are analyzed,so as to study the influence mechanism and effect between cognition,attitude and decision-making behavior of elderly travel senior care.Finally,according to the research conclusion,some countermeasures and suggestions are put forward to promote the healthy development of rural travel senior care industry.The conclusions are as follows:(1)The elderly tourists have a high degree of acceptance of travel senior care,but the sources of receiving information about travel senior care are relatively single.(2)The elderly tourists have a strong willingness to live in rural tourism destinations for travel senior care,and are influenced by factors such as their cognition,attitude and personal education level.(3)The action mechanism of the decision-making behavior of travel senior care conforms to the general behavior paradigm,and the mediating effect of attitude is obvious.Subjective normative cognition and attitude of travel senior care have a significant positive direct impact on the decision-making behavior of travel senior care.The image cognition and self-efficacy cognition of the destination for travel senior care and supporting the aged indirectly influence the decision-making behavior through the attitude of living and supporting the aged,and the total indirect effect is stronger than the total direct effect.(4)There is a lack of communication platform between elderly tourists and residents of rural tourist destinations,and the level of emotional cohesion needs to be improved.In order to promote the development of travel senior care industry in rural tourism destinations and attract and retain more elderly tourists,based on the research conclusion and the development status of rural travel senior care industry,the following countermeasures are put forward:(1)Innovating the publicity and marketing mode and enhancing the cognition of subjective norms.(2)Build a complex for the elderly travel senior care in rural tourism destinations and enhance the image recognition of travel senior care.(3)Establish and improve relevant systems to ensure the quality of living and providing for the aged.(4)Pay attention to humanistic care and improve the level of emotional cohesion. |
