Study On The Features And Influencing Factors Of Rural Tourism Consumption Behaviour Of Urban Elderly In Jinan

In recent years,along with the implementation of the rural revitalization strategy,the central and local governments at all levels have made accelerating the development of rural tourism a key task in promoting the industrial transformation and upgrading of rural areas and realizing rural revitalization,and the rapid development of rural tourism has also made a significant contribution to rural economic development.As a well-known provincial capital city in China with a long history and many monuments,Jinan’s rural tourism development is also flourishing.Against the background of higher per capita income and better living standards,but a more serious ageing population,the senior rural tourism market has great potential.This paper first reviews the current status of research on rural tourism,elderly tourism and the factors influencing consumption behaviour at home and abroad,and clearly points out the division of tourism consumption behaviour into the pre-tourism decision-making stage,the travel stage during tourism and the post-consumption evaluation stage.The article then selects elderly people aged 55 or above in Jinan as the research object,uses research data on the consumption behaviour of elderly travelers to conduct statistical analysis of consumer behaviour characteristics,and analyses the influencing factors of the consumption behaviour of rural tourism among elderly people in urban Jinan based on structural equation modelling.The findings of the study are as follows:(1)Older rural travelers in Jinan prefer to travel in groups,their travel decisions are influenced by their families,recommendations from friends and relatives are the main channel for older travelers to obtain information about rural tourism,and their choice of transport tends to be economical and fast.(2)The consumption level is moderate and the shopping category prefers agricultural and sideline products.(3)The frequency of trips is high,satisfaction needs to be improved,and the willingness to revisit and share is high.(4)The motivational push factor,destination pull factor,intermediary support factor and traveller characteristics factor all have a significant positive impact on the consumption behaviour of urban elderly people in rural tourism,with the traveller characteristics factor being the primary influencing factor on consumption behaviour.Based on the findings of the study,the current situation and actual situation of the rural tourism market development in Jinan are combined to put forward suggestions to promote the development of the rural tourism market for urban elderly people,so as to provide guidelines and references for the development of the rural tourism industry for urban elderly people.