Study On The Influencing Factors Of Villagers’willingness And Behavior To Participate In Rural Tourism

From 2018 to 2023,the No.1 document of the Central Government has been paying close attention to the field of rural tourism for six consecutive years,and the academic community has reached a general consensus that vigorously promoting rural tourism can play an important role in rural revitalization and improving farmers’ economic income.Based on the above background,for the sustainable development of rural tourism in Tibet,this paper selects Bayi District of Nyingchi City as the research area to study the influencing factors of villagers’ participation willingness and behavior in rural tourism through the form of questionnaire survey.This paper used the literature analysis,questionnaire survey and interview method,statistical analysis,community participation theory,sustainable development theory and stakeholders theory as the theoretical basis,using descriptive statistical analysis of the villagers rural tourism participation willingness,select nine independent variables using binary Logistic regression analysis to study the villagers of rural tourism participation factors,select the villagers themselves,village collective,government and tourists using the reliability and validity analysis,descriptive statistical analysis,the correlation analysis and regression analysis of rural tourism behavior factors.Through data analysis,the following conclusions are drawn: First,the vast majority of villagers are willing to and have already participated in the development of rural tourism,while a small number of people are willing to participate,but they are still in a wait-and-see state.Second,the higher the education level,the higher the annual family income,the more reasonable the rural tourism policy,the greater the impact on family income,the more understanding of rural tourism and the less the impact on the local ecological environment,the stronger the willingness of villagers to participate in rural tourism.Third,the three factors and the villagers ’rural tourism participation behavior are significantly correlated,and the awareness of rural tourism participation has a relatively large influence on the villagers’ participation behavior.Fourthly,the four factors at the village collective level are significantly related to the rural behavior of rural tourism.In addition,the village collective level factors have a great impact on the villagers’ participation in rural tourism,so the village collective should pay attention to the infrastructure construction and the publicity of rural tourism.Fifth,the four factors of the government and the tourist level have a significant relationship to do with the villagers ’participation behavior.The financial support given by the government and the consumption ability of the tourists have a relatively large impact on the villagers’ participation in the rural tourism behavior.According to the above conclusions,the following suggestions and countermeasures are put forward: First,to improve the villagers’ awareness of participation in rural tourism.Second,strengthen the villagers’ rural tourism knowledge and skills training.Third,to further improve the construction of rural tourism infrastructure.Fourth,strengthen the publicity of rural tourism.Fifth,we will expand financing channels and strengthen government investment.Sixth,build characteristic brand innovation construction theme villages.