Research On The Influencing Factors Of Farmers’ Participation Behavior In Hengyang County’s Agricultural Tourism Industry Under The Background

2022 is a year of progress in the 14 th Five-Year Plan journey,in the context of rural revitalization,the integration of agricultural tourism industry,as an important branch of rural industrial integration,is an important way to promote county economic development and farmers’ income.Farmers also play a huge role in the integration of the agricultural tourism industry and have become an indispensable role.The study and analysis of farmers’ participation behavior and the key factors affecting their participation behavior can provide a reference basis for improving the integration and development level of the agricultural tourism industry.According to the field research in Hengyang County,Hunan Province,based on the theory of planned behavior,through the design of questionnaires and data collection,the influencing factors of farmers’ behavior attitudes,subjective norms,perceived behavior control and willingness to participate in the integration of agricultural tourism industry were analyzed,and the structural equation model was used to verify the hypothesis.At the same time,the binary Logistic model regression was used to analyze the influence of other secondary factors on farmers’ participation behavior.The empirical results show that:(1)farmers’ behavior attitudes,subjective norms,and perceptual behavior control of the integrated development of the agricultural tourism industry have a significant impact on their willingness to participate in the behavior;(2)the interaction of behavior attitude,subjective norms,and perceptual behavior control jointly affects the willingness to participate in the behavior;(3)the willingness of farmers to participate in the integrated development of the agricultural tourism industry has a significant impact on their participation behavior;(4)the richness of tourism resources,whether to join agricultural cooperatives,and the kinship driving effect have a significant impact on the participation behavior of farmers.Finally,according to the conclusions of the study,the government,enterprises and farmers need to work together to ensure the sustainable development of the agricultural tourism industry.Therefore,this paper puts forward relevant countermeasures and suggestions in three aspects: government,enterprise and farmer,in order to mobilize farmers’ enthusiasm for the integration and development of the agricultural tourism industry.