A Study On The Residents’ Travel Behavior

Under the background of the shift of the focus of work on " agriculture,rural areas and farmers " from poverty alleviation to the overall promotion of rural revitalization,rural tourism has made up for the shortcomings of inter-provincial tourism with its advantages of meeting consumers ’disposable income and leisure time constraints,and has played an important role in consolidating and expanding the effective connection between poverty alleviation achievements and rural revitalization.As far as Hohhot is concerned,in recent years,residents ’ demand for rural tourism around the city has increased with the deepening of the concept of national health.The overall market characteristics of ’ urban leisure recovery and active surrounding tourism ’ are presented.The surrounding tourism in the suburbs drives the heat of rural tourism,and the green and healthy leisure experience activities such as mountain residents ’ accommodation,flower and fruit appreciation,farming and research are favored by tourists.Family group picking,barbecue,picnic camping and other leisure methods have increased significantly.At present,five villages and towns in Hohhot have been selected into the list of national key rural tourism villages.However,what is the current classification of tourists ’ travel motivation ? In view of the social and demographic characteristics of some people who have tourism needs but have not implemented tourism behavior,what is the ultimate reason that affects their behavior ? What is the possible relationship between tourism experience,perceived evaluation of tourist experience and travel behavior ? The above questions have obviously become the problems that must be solved in the study of Hohhot residents ’ travel behavior.The theoretical research and empirical test of the above problems are not only the supplement and improvement of the theory of residents ’ travel behavior,but also provide decision-making basis for further promoting the sustainable development of rural tourism in Hohhot and other areas.This thesis summarizes the relevant research on supporting factors,travel motivation and experience behavior of rural tourism destinations at home and abroad.Based on the theory of tourism experience,tourist behavior theory and happiness theory,this thesis studies the current situation of rural tourism development in Hohhot.Based on the survey data of 272 tourists and 100 residents who have rural tourism needs but have not implemented tourism behavior in five key rural tourism villages(Vangbao Village,Dongwusutu Village,Shirenwan Village,Haojiayao Village,Jiaoniwan Village),cross analysis,descriptive statistics and principal component analysis are used.Identify the influencing factors affecting residents ’ travel behavior and classify tourists ’ travel motivation.The results show that : First,rural tourism around the city attracts a large proportion of college students and office workers.Secondly,self-driving tour has become the main way for most tourists to enter the scenic spot.Third,among the rural tourism tourists,the number of young and middle-aged people accounts for a relatively high proportion,while the proportion of middle-aged and elderly tourists is gradually increasing.Residents ’ perception of rural tourism history and culture is related to their personal cultural conservation.The higher the education level,the deeper the cultural heritage of the scenic spot,the stronger the residents ’ cultural perception of rural tourism destinations,and the higher the demand for rural culture.Residents who understand rural tourism information are more likely to choose rural tourism behavior than residents who do not understand it.The important thing between the two behaviors is to transform residents who ’ do not understand ’ rural tourism information into ’ better understand ’ or ’ very understand ’ this information.Fourth,the motivation of tourists can be divided into pull motivation and push motivation.The pull motivation of rural tourism includes four categories :complete infrastructure,natural resources and human resources,rich tourism projects and convalescent feelings.The push motivation of rural tourism includes three categories : individual psychology,tourism experience and social motivation.Based on the questionnaire survey data of 272 tourists ’ experience behavior,this thesis constructs a structural equation model to identify the possible relationship among tourism experience,tourist experience perception evaluation and travel behavior.The results show that : first,tourism xperience has a positive impact on residents ’ travel behavior in a direct way.Secondly,sensory experience,physical experience,spiritual experience and spiritual experience have a direct positive and significant effect on tourists ’ experience perception evaluation,among which spiritual experience has the greatest impact on tourists ’ experience perception evaluation.Third,tourist experience perception evaluation has a significant positive effect on travel behavior.Fourth,the evaluation of tourists ’ experience perception has a significant positive effect between the four forms of tourism experience,sensory experience,physical experience,spiritual experience and travel behavior,and has no significant positive effect between emotional experience and travel behavior.According to the above research conclusions,in order to promote residents ’ travel behavior,enhance residents ’ rural tourism demand,and realize the upgrading of rural tourism industry,this thesis puts forward the following suggestions : The government and other relevant social organizations should work together to strengthen the excavation of the cultural heritage of rural tourism destinations;operators should continue to upgrade rural tourism transportation facilities,reception service facilities,sanitation facilities,etc.,and timely update scenic leisure and entertainment projects in daily operations;focus on the integration of natural environment and regional cultural landscape,enhance the core competitiveness of scenic spots;establish and improve the staff management mechanism,optimize the level of tourism services,improve the quality of scenic services.