乡村旅游行为研究
摘要
乡村旅游对社会、经济、环境和文化的影响十分巨大。进入新世纪以来,农业部和国家旅游局连续多年要求各地农业部门、旅游管理部门和各类旅游企业紧密结合各地乡村旅游业发展实际,将“乡村旅游产业促进社会主义新农村建设”作为本地区农村经济发展的重要目标之一,研究制定切实可行的工作方案和措施,进一步加强旅游宣传和农业旅游、乡村旅游产品项目的开发,力争最近几年取得新进展,推动乡村旅游又好又快发展,为社会主义新农村建设作贡献。2007年和2008年连续两年,中共中央的两个一号文件分别提出要大力发展乡村旅游和提高乡村旅游的质量。2010年,国务院下发《关于促进休闲农业和乡村旅游发展的意见》。意见明确指出,当前我国农业农村正发生重大而深刻的变化,农业的生态保护、观光休闲和文化传承功能日益彰显。发展休闲农业和乡村旅游是解决“三农”问题,建设现代农业,推进社会主义新农村建设,构建和谐社会的重要途径。如何适应乡村旅游的发展趋势,提升乡村旅游的质量,已成为乡村旅游发展中的一个战略问题,游客的乡村旅游行为又是影响乡村旅游发展的一个关键问题。
目前,学者对乡村旅游研究主要集中在乡村旅游规划、乡村旅游景点布局、乡村旅游与新农村建设等方面的研究。对相关研究文献进行回顾后发现,针对乡村旅游者行为的研究很少见,从已有的文献来看,总体显得分散和不成体系,研究分析不够深入,对于实践缺乏指导性。
本文首先对农业多功能性理论、旅游体验理论、消费者行为理论、生活形态理论、顾客价值理论进行梳理,主要依据消费者行为理论,以城市游客为研究对象,构建乡村旅游者行为研究分析框架：研究把乡村旅游者行为看成是一个有机联系的整体,分别由乡村旅游者行为动机、认知行为、决策行为、体验行为、重游行为和后悔、满意度与服务补救等几个相对独立的行为组成。为了研究各个行为的影响因素,随后通过对重庆城市居民作为乡村旅游游客或潜在游客总体小规模的随机抽样调查,获取游客乡村旅游行为各环节影响因素的数据,通过分析发现,乡村旅游行为各环节将是一个有机联系的整体,研究结果具有统计意义；根据结果适当优化问卷后,进行较大规模的随机抽样调查,要求每一个被调查者回答完所有问卷,获取具有代表性的重庆市乡村旅游游客行为数据,并根据研究的需要,采用Logistic回归分析、因子分析、主成分分析、聚类分析等多种统计分析手段,分别进行数据处理,挖掘不同变量之间的内在联系,分析解释统计结果的意义。分析结果验证：通过对每一个行为的研究后发现,乡村旅游行为是一个有机联系的整体,乡村旅游者行为由动机、认知、决策、体验、重游和后悔、满意度与服务补救等几个相对独立的行为组成,研究设计的乡村旅游行为分析框架合理可行,研究得出了有利于乡村旅游产业发展的启示,为乡村旅游业的良性发展提供了指导,弥补了国内在该领域研究的不足,无疑具有重要的意义。
本研究的结论有：
1.乡村旅游者行为动机研究。乡村旅游者动机主要是休闲放松、增长见识、愉悦身心和社交动机四种。游客对旅游主题特征的好奇心、对乡村旅游接待能力的认可度、对乡村旅游产品特色的好奇心、对乡村旅游人员服务水平的认可度、对乡村旅游价格的合理程度、年龄、家庭收入与城市游客到乡村旅游的动机程度选择正相关；游客对乡村旅游信息的了解程度、消费经验及城市游客居住点离城市中心的远近与到乡村旅游的动机程度负相关；受教育程度与是否愿意到乡村旅游动机程度无显著相关。
2.乡村旅游者认知行为研究。电视媒体和自身以往旅行经验是乡村旅游者获取乡村旅游信息最重要的途径；平面媒体、网络交流、户外广告等是乡村旅游者获取乡村旅游信息的重要途径；文学作品、宣传单和实地考察等途径在乡村旅游者的认知行为中起的作用较小。年均休假日对乡村旅游者认知程度有极大的影响；乡村旅游产品信息接触程度是仅次于年均休假日的重要因素；对旅游产品的关注程度是排名第三的影响因素；乡村旅游的参加程度对认知程度产生综合影响；乡村旅游产品特色程度是吸引乡村旅游者关注的重点；年龄、受教育程度、旅游产品信息来源和旅游产品地区环境的认可程度等因素均未表现出显著效应。
3.乡村旅游者决策行为研究。个人客观因素和景点因素是影响乡村旅游者决策的核心因素；年龄、职业、收入、闲暇、受教育程度是制约乡村旅游者决策的个人客观条件；旅游产品价格、景点特色、休闲度假性、娱乐观光性、健康体验性等因素是乡村旅游者决策考虑的首要因素；个人心理因素和环境因素是影响乡村旅游者决策的主要因素；餐饮服务、住宿服务、旅行服务等服务因素对乡村旅游者决策行为也有较大影响；家庭、社会群体、旅游咨询、旅游风尚等在乡村旅游者决策时同样会产生一定的影响；但乡村旅游者的决策行为受信息因素的影响较小。
4.乡村旅游者体验行为研究。性价比对乡村旅游体验行为满意程度有极大的影响；特色旅游项目和娱乐设施因素同时对乡村旅游体验行为满意程度产生较大影响；对乡村旅游偏好因素也是决定乡村旅游体验行为满意程度的一项重要指标。住宿条件、服务质量和综合环境因素对乡村旅游体验行为满意程度的影响未达到显著水平。
5.乡村旅游者重游体验行为研究。之前旅游经历对重游影响最为明显；重游地预期接待服务表现因素对游客重游决策影响较大；旅游偏好对游客重游决策有一定影响；预期价值因素对游客重游决策的影响十分有限。聚类分析将乡村旅游者聚类为偏好型、冷淡型以及无所谓型。重游次数因素对重游体验质量具有显著效应；娱乐设施、交通条件、特色项目等因素对重游体验质量效应不显著；旅游者乡村旅游意识特征对重游体验质量影响没有达到显著水平；对初次旅游与重游体验质量影响因素差异研究表明：性价比在重游和初次旅游体验行为中均产生极大的影响。
6.乡村旅游者后悔、满意度与服务补救研究。乡村旅游者感知实绩与满意度之间存在显著正相关性；乡村旅游者后悔程度与满意度之间存在显著的负相关性；乡村旅游服务补救与乡村旅游者满意度之间存在显著的正相关性；乡村旅游服务补救与乡村旅游者后悔之间存在显著的负相关性。
7.本研究以乡村旅游者(城市游客)到乡村旅游的动机—乡村旅游认知—乡村旅游决策—乡村旅游体验—乡村旅游重游—乡村旅游后悔、满意度与服务补救为线索,研究了整个乡村旅游者的行为,通过调查研究发现：乡村旅游者行为是一个有机联系的整体,整个行为由行为动机、认知行为、决策行为、体验行为、重游行为和后悔、满意度与服务补救等几个相对独立的行为有机组成,每个行为的影响因素尽管各不相同,但是他们也有共同的影响因素,如乡村旅游主题特征、乡村旅游产品、乡村旅游服务等。研究还发现乡村旅游者行为既有一般行为的目的性、选择性、复杂性等特点,也有乡村旅游者行为自身的休闲性、参与性、重复性等特点。乡村旅游者行为规律是：城市对旅游者有一种推力,乡村对旅游者有一种拉力,乡村旅游者的行为是在一定条件下,城市的推力和乡村的拉力共同作用的结果。
本研究的创新性成果主要体现在以下4点：
1.构建乡村旅游行为的研究分析框架。首次以乡村旅游的动机—乡村旅游认知—乡村旅游决策—乡村旅游体验—乡村旅游重游—乡村旅游后悔、满意度与服务补救为线索,来探究整个乡村旅游行为。首次将乡村旅游者后悔、满意度与服务补救置于一个框架中研究,探究三者之间的关系。
2.运用实证方法系统研究乡村旅游行为。采用Logistic回归分析、因子分析、主成分分析、聚类分析等综合统计分析手段,从乡村旅游者视角,分别对乡村旅游者的认知、体验、重游决策和重游体验行为进行实证研究,得出了较为科学的
结论。
3.对乡村旅游者认知行为研究发现,年均休假日、乡村旅游产品信息接触程度、对旅游产品的关注程度是影响认知程度最主要的因素；乡村旅游的参加程度对认知程度产生综合影响；乡村旅游产品特色程度是吸引乡村旅游者关注的重点；年龄、受教育程度、旅游产品信息来源和旅游产品地区环境的认可程度等因素均未表现出显著效应。
4.对乡村旅游者重游行为研究发现,乡村旅游者可以分为偏好型、冷淡型以及无所谓型。重游次数因素对重游体验质量具有显著效应；旅游者乡村旅游意识特征对重游体验质量影响没有达到显著水平；娱乐设施、交通条件、特色项目等因素对重游体验质量效应不显著。性价比对重游和初次旅游体验行为质量均产生极大影响。
Rural tourism has a crucial impact on the development of society, economy, environment and culture. In the new century, the Ministry of Agriculture and the National Tourism Bureau demand agriculture department, tourism administration and enterprises combine closely with local situation of tourism development and consider "develop tourism industry to promote the construction of new countryside" as one of the most important objectives of local tourism development. Study and frame workable plans and measures, further strengthen the tourism demonstration and rural tourism; explore new rural tourism products to strive for new progresses in the near future to promote the faster and better development of rural tourism for the purpose of effectively contributing to the construction of new socialist countryside. For consecutive two years in 2007 and 2008, two important documents issued respectively by central government proposed to develop rural tourism and enhance the quality of rural tourism. In 2010, the State Council issued "on the promotion of leisure agriculture and rural tourism development" point out that current Chinese agriculture and rural areas are undergoing major and profound changes:ecological protection of agriculture, leisure tourism and cultural inheritance functions become more and more outstanding. Rural tourism development is an important way of solving the three problems of rural, farmer and agriculture; modernizing agriculture, promoting the construction of new socialist countryside and constructing a harmonious society. How to adapt to the developing tendency of rural tourism and how to increase the quality of rural tourism has become a strategic problem of rural tourism development. Moreover, behavior of rural tourist is also the key issue of rural tourism development.
So far, scholars mainly focus on the study of rural tourism program, rural tourism layout, rural tourism and new rural construction etc, while review of related literatures research on rural tourist's behavior is rare. Moreover, the existing literature is not scattered and overall analysis system, lack of guidance to the practice.
First of all, on the bases of multi-functional theory in agriculture, tourism experience theory, consumer behavior theory, lifestyle theory, customer value theory, especially according to the consumer behavior theory and taking the city urban tourists as the study objects to construct the frame of rural tourists'behavior analysis system. The thesis consider rural tourists'behavior as to be a related whole processes made of tourists'motivation-cognition-policy-experience-revisit and regret-satisfaction degree and service remedy behavior. In order to study the influence factor of each behavior, then a generally small-scale random sampling made to convey Chongqing rural tourists or potential tourists, getting data of influencing factors of visitors each link of rural tourism behavior. Through the analysis of rural tourism behavior, each link is an organic whole; the research result of the study is of statistical significance; according to the result, appropriate optimizing questionnaire, conducting a large scale of random sampling. Each respondent is asked to answer all questionnaires to obtain the data of representative of Chongqing tourism visitors' behavior. According to the research needs, using logistic regression analysis, factor analysis and principal component analysis and cluster analysis of statistical analysis method, data processing to explore the internal relation among different variables. Study found that:through the analysis of each behavior of rural tourists', rural tourists' behavior is a whole process made of tourists' motivation-cognition-policy-experience-revisit and regret-satisfaction degree and service remedy behavior. The frame is made to study the rural tourists'behavior reasonable and workable. The results are obtained to draw revelation of rural tourism industry and provide theoretical guidance for rural tourism development, also meet the domestic shortage of research in this area. Undoubtedly, it is of great significance.
Conclusions of this thesis:
1. Analysis of the motivation of rural tourist behavior. Rural tourist motivations are mainly relaxing, informative, physical enjoyable, mental and social communication. Curiosity for rural theme characteristics, the recognition of reception capacity, curiosity for products' characteristics, personnel acceptance level of service, reasonableness of the price, tourists age and family income are positively related; the understanding level of information, consumer experience and the distance between tourist residence and city center are negative correlated. Educational level and willingness has no significant correlation with rural tourism motivation.
2. Analysis of rural tourists'cognitive behavior. The most important sources of information are obtained often through television media and former travel experiences. Newspaper, internet and advertisements are major sources to get the information; the plane media, the network exchange, the outdoor advertising are important ways to gain information; the literary works, proclaims and field trip have a little impact on tourists cognition behavior. The degree of concern are greatly influenced by annual holidays; the product information contact degree is only inferior to annual holidays; the level of participation rank the third and tourism products information play comprehensive roles and the degree of characteristics of tourism products is a key point for attracting the rural tourists'attention, while age, education level and the tourism product sources of information, recognition of environmental tourism product are not remarkable factors.
3. Analysis of rural tourist decision-making behavior. The individual objective views and the scenery features are two core factors influencing rural tourism decision-making; the age, occupation, income, leisure, educational level are restricting individual objective conditions; prices of products, scenery features, entertainment tourism, health experience are the primary factors in tourist decision-making considerations. Individual psychological factors and environmental factors are the major factors in rural tourism decision-making. In addition, catering and accommodation services, travel services and other service factors also influence the decision-making of rural tourism. Also, family, social groups, travel advice, travel habits affect more or less; but the decision-making behavior of rural tourists influenced less by information.
4. Analysis of rural tourist experience behavior. Cost-efficiency ratio is a significant factor influencing the satisfaction of tourists'experience; special tourism project and recreational facilities play a key role; preference also decide the degree of experience satisfaction; the influence of catering and accommodation services, travel services and comprehensive environment on the rural tourism experience behavior are not significant.
5. Analysis of rural tourist revisits behavior. The most remarkable factor is the former tour experience; the second important factor is the expectation to the reception service, preference has some impact to some extent, and expectation value for tourists is less affected. By clustering analysis, various important factors of revisiting are defined as rural preference-based, village-type-cold type and the village does-not-matter. A significant effect exist between the number of revisiting factors and the quality of experience; recreational facilities, traffic conditions, special projects of the factors has no longer significant effect on the experience of revisit behavior; awareness features of rural tourists does not reach significant level for revisit experience. The difference between the number of revisiting factors and the quality of experience shows that: Cost-efficiency ratio is a significant factor both for revisit behavior and initial tour experience.
6. Analysis the relationship of rural tourists regret, satisfaction and service remedy. There is a significant correlation between perceived performance and satisfaction, however, significant negative correlations exist between regret and satisfaction levels; significantly positive correlation between service remedy and tourist satisfaction; rural tourism service remedy and rural tourists regret is significantly negatively correlated.
7. With the clue of urban visitors'of motivation—cognition—decision-experience—revisit-regret, service remedy and satisfaction of rural tourism to analyze the whole process behavior of rural tourists. Study shows that:through the analysis of each behavior of rural tourists', rural tourists'behavior is a whole process made of tourists'motivation-cognition-policy-experience-revisit and regret-satisfaction degree and service remedy behavior. Each behavior is affected by various kinds of factors, but they have some factors in common, such as the theme feature, rural tourism product and rural tourism service. Study also finds that:rural tourist behavior's features is not only having the General behavior of purpose, selectivity, complexity, etc, but also has the rural tourists'behavior's leisure behavior, participation, repetition. The rule is:city for the tourists'a thrust; but the village is a pull. Under certain conditions, rural tourist behavior is the result of the interaction between city push and village pull.
Compared with former rural tourism study, this study has four innovations as following:
1. Constructing a frame of rural tourists'behavior analysis. With the clue of motivation-awareness-policy-experience-revisiting-regret, service remedy, tourist satisfaction, which explores the whole behavior of rural tourism for the first time and put rural tourists regret, satisfaction and service remedy into one frame to explore the relationship among three factors initially.
2. By means of demonstration method to systematically study the rural tourism behavior. Applying logistic regression analysis, factor analysis, principal component analysis, cluster analysis and etc, from the view of rural tourists, the study demonstrates the whole process of awareness-experience-revisiting policy and revisiting experience to obtain a more rational conclusion.
3. Through the analyses on rural tourist awareness degree, the study finds that:the annual holiday, product information access degree and the awareness for products are the most important factors influencing awareness degree, the participating degree has comprehensive impact on awareness degree; the specialty degree of tourism products is a focus attracting rural tourists. The age, educational level, product sources and scenery environment awareness have no significant effect.
4. The study on revisit behavior finds that, the rural tourists can be defined as:rural preference-based, village-type-cold type and the village does-not-matter three kinds. The revisiting times have significant but the cognitive degree has no significant effect on the quality. Also, the entertainment equipment, transportation condition and special programs have no significant effect on revisiting quality. However, the cost-efficiency has remarkable significant effect on initial and repeat visit.
目前,学者对乡村旅游研究主要集中在乡村旅游规划、乡村旅游景点布局、乡村旅游与新农村建设等方面的研究。对相关研究文献进行回顾后发现,针对乡村旅游者行为的研究很少见,从已有的文献来看,总体显得分散和不成体系,研究分析不够深入,对于实践缺乏指导性。
本文首先对农业多功能性理论、旅游体验理论、消费者行为理论、生活形态理论、顾客价值理论进行梳理,主要依据消费者行为理论,以城市游客为研究对象,构建乡村旅游者行为研究分析框架：研究把乡村旅游者行为看成是一个有机联系的整体,分别由乡村旅游者行为动机、认知行为、决策行为、体验行为、重游行为和后悔、满意度与服务补救等几个相对独立的行为组成。为了研究各个行为的影响因素,随后通过对重庆城市居民作为乡村旅游游客或潜在游客总体小规模的随机抽样调查,获取游客乡村旅游行为各环节影响因素的数据,通过分析发现,乡村旅游行为各环节将是一个有机联系的整体,研究结果具有统计意义；根据结果适当优化问卷后,进行较大规模的随机抽样调查,要求每一个被调查者回答完所有问卷,获取具有代表性的重庆市乡村旅游游客行为数据,并根据研究的需要,采用Logistic回归分析、因子分析、主成分分析、聚类分析等多种统计分析手段,分别进行数据处理,挖掘不同变量之间的内在联系,分析解释统计结果的意义。分析结果验证：通过对每一个行为的研究后发现,乡村旅游行为是一个有机联系的整体,乡村旅游者行为由动机、认知、决策、体验、重游和后悔、满意度与服务补救等几个相对独立的行为组成,研究设计的乡村旅游行为分析框架合理可行,研究得出了有利于乡村旅游产业发展的启示,为乡村旅游业的良性发展提供了指导,弥补了国内在该领域研究的不足,无疑具有重要的意义。
本研究的结论有：
1.乡村旅游者行为动机研究。乡村旅游者动机主要是休闲放松、增长见识、愉悦身心和社交动机四种。游客对旅游主题特征的好奇心、对乡村旅游接待能力的认可度、对乡村旅游产品特色的好奇心、对乡村旅游人员服务水平的认可度、对乡村旅游价格的合理程度、年龄、家庭收入与城市游客到乡村旅游的动机程度选择正相关；游客对乡村旅游信息的了解程度、消费经验及城市游客居住点离城市中心的远近与到乡村旅游的动机程度负相关；受教育程度与是否愿意到乡村旅游动机程度无显著相关。
2.乡村旅游者认知行为研究。电视媒体和自身以往旅行经验是乡村旅游者获取乡村旅游信息最重要的途径；平面媒体、网络交流、户外广告等是乡村旅游者获取乡村旅游信息的重要途径；文学作品、宣传单和实地考察等途径在乡村旅游者的认知行为中起的作用较小。年均休假日对乡村旅游者认知程度有极大的影响；乡村旅游产品信息接触程度是仅次于年均休假日的重要因素；对旅游产品的关注程度是排名第三的影响因素；乡村旅游的参加程度对认知程度产生综合影响；乡村旅游产品特色程度是吸引乡村旅游者关注的重点；年龄、受教育程度、旅游产品信息来源和旅游产品地区环境的认可程度等因素均未表现出显著效应。
3.乡村旅游者决策行为研究。个人客观因素和景点因素是影响乡村旅游者决策的核心因素；年龄、职业、收入、闲暇、受教育程度是制约乡村旅游者决策的个人客观条件；旅游产品价格、景点特色、休闲度假性、娱乐观光性、健康体验性等因素是乡村旅游者决策考虑的首要因素；个人心理因素和环境因素是影响乡村旅游者决策的主要因素；餐饮服务、住宿服务、旅行服务等服务因素对乡村旅游者决策行为也有较大影响；家庭、社会群体、旅游咨询、旅游风尚等在乡村旅游者决策时同样会产生一定的影响；但乡村旅游者的决策行为受信息因素的影响较小。
4.乡村旅游者体验行为研究。性价比对乡村旅游体验行为满意程度有极大的影响；特色旅游项目和娱乐设施因素同时对乡村旅游体验行为满意程度产生较大影响；对乡村旅游偏好因素也是决定乡村旅游体验行为满意程度的一项重要指标。住宿条件、服务质量和综合环境因素对乡村旅游体验行为满意程度的影响未达到显著水平。
5.乡村旅游者重游体验行为研究。之前旅游经历对重游影响最为明显；重游地预期接待服务表现因素对游客重游决策影响较大；旅游偏好对游客重游决策有一定影响；预期价值因素对游客重游决策的影响十分有限。聚类分析将乡村旅游者聚类为偏好型、冷淡型以及无所谓型。重游次数因素对重游体验质量具有显著效应；娱乐设施、交通条件、特色项目等因素对重游体验质量效应不显著；旅游者乡村旅游意识特征对重游体验质量影响没有达到显著水平；对初次旅游与重游体验质量影响因素差异研究表明：性价比在重游和初次旅游体验行为中均产生极大的影响。
6.乡村旅游者后悔、满意度与服务补救研究。乡村旅游者感知实绩与满意度之间存在显著正相关性；乡村旅游者后悔程度与满意度之间存在显著的负相关性；乡村旅游服务补救与乡村旅游者满意度之间存在显著的正相关性；乡村旅游服务补救与乡村旅游者后悔之间存在显著的负相关性。
7.本研究以乡村旅游者(城市游客)到乡村旅游的动机—乡村旅游认知—乡村旅游决策—乡村旅游体验—乡村旅游重游—乡村旅游后悔、满意度与服务补救为线索,研究了整个乡村旅游者的行为,通过调查研究发现：乡村旅游者行为是一个有机联系的整体,整个行为由行为动机、认知行为、决策行为、体验行为、重游行为和后悔、满意度与服务补救等几个相对独立的行为有机组成,每个行为的影响因素尽管各不相同,但是他们也有共同的影响因素,如乡村旅游主题特征、乡村旅游产品、乡村旅游服务等。研究还发现乡村旅游者行为既有一般行为的目的性、选择性、复杂性等特点,也有乡村旅游者行为自身的休闲性、参与性、重复性等特点。乡村旅游者行为规律是：城市对旅游者有一种推力,乡村对旅游者有一种拉力,乡村旅游者的行为是在一定条件下,城市的推力和乡村的拉力共同作用的结果。
本研究的创新性成果主要体现在以下4点：
1.构建乡村旅游行为的研究分析框架。首次以乡村旅游的动机—乡村旅游认知—乡村旅游决策—乡村旅游体验—乡村旅游重游—乡村旅游后悔、满意度与服务补救为线索,来探究整个乡村旅游行为。首次将乡村旅游者后悔、满意度与服务补救置于一个框架中研究,探究三者之间的关系。
2.运用实证方法系统研究乡村旅游行为。采用Logistic回归分析、因子分析、主成分分析、聚类分析等综合统计分析手段,从乡村旅游者视角,分别对乡村旅游者的认知、体验、重游决策和重游体验行为进行实证研究,得出了较为科学的
结论。
3.对乡村旅游者认知行为研究发现,年均休假日、乡村旅游产品信息接触程度、对旅游产品的关注程度是影响认知程度最主要的因素；乡村旅游的参加程度对认知程度产生综合影响；乡村旅游产品特色程度是吸引乡村旅游者关注的重点；年龄、受教育程度、旅游产品信息来源和旅游产品地区环境的认可程度等因素均未表现出显著效应。
4.对乡村旅游者重游行为研究发现,乡村旅游者可以分为偏好型、冷淡型以及无所谓型。重游次数因素对重游体验质量具有显著效应；旅游者乡村旅游意识特征对重游体验质量影响没有达到显著水平；娱乐设施、交通条件、特色项目等因素对重游体验质量效应不显著。性价比对重游和初次旅游体验行为质量均产生极大影响。
Rural tourism has a crucial impact on the development of society, economy, environment and culture. In the new century, the Ministry of Agriculture and the National Tourism Bureau demand agriculture department, tourism administration and enterprises combine closely with local situation of tourism development and consider "develop tourism industry to promote the construction of new countryside" as one of the most important objectives of local tourism development. Study and frame workable plans and measures, further strengthen the tourism demonstration and rural tourism; explore new rural tourism products to strive for new progresses in the near future to promote the faster and better development of rural tourism for the purpose of effectively contributing to the construction of new socialist countryside. For consecutive two years in 2007 and 2008, two important documents issued respectively by central government proposed to develop rural tourism and enhance the quality of rural tourism. In 2010, the State Council issued "on the promotion of leisure agriculture and rural tourism development" point out that current Chinese agriculture and rural areas are undergoing major and profound changes:ecological protection of agriculture, leisure tourism and cultural inheritance functions become more and more outstanding. Rural tourism development is an important way of solving the three problems of rural, farmer and agriculture; modernizing agriculture, promoting the construction of new socialist countryside and constructing a harmonious society. How to adapt to the developing tendency of rural tourism and how to increase the quality of rural tourism has become a strategic problem of rural tourism development. Moreover, behavior of rural tourist is also the key issue of rural tourism development.
So far, scholars mainly focus on the study of rural tourism program, rural tourism layout, rural tourism and new rural construction etc, while review of related literatures research on rural tourist's behavior is rare. Moreover, the existing literature is not scattered and overall analysis system, lack of guidance to the practice.
First of all, on the bases of multi-functional theory in agriculture, tourism experience theory, consumer behavior theory, lifestyle theory, customer value theory, especially according to the consumer behavior theory and taking the city urban tourists as the study objects to construct the frame of rural tourists'behavior analysis system. The thesis consider rural tourists'behavior as to be a related whole processes made of tourists'motivation-cognition-policy-experience-revisit and regret-satisfaction degree and service remedy behavior. In order to study the influence factor of each behavior, then a generally small-scale random sampling made to convey Chongqing rural tourists or potential tourists, getting data of influencing factors of visitors each link of rural tourism behavior. Through the analysis of rural tourism behavior, each link is an organic whole; the research result of the study is of statistical significance; according to the result, appropriate optimizing questionnaire, conducting a large scale of random sampling. Each respondent is asked to answer all questionnaires to obtain the data of representative of Chongqing tourism visitors' behavior. According to the research needs, using logistic regression analysis, factor analysis and principal component analysis and cluster analysis of statistical analysis method, data processing to explore the internal relation among different variables. Study found that:through the analysis of each behavior of rural tourists', rural tourists' behavior is a whole process made of tourists' motivation-cognition-policy-experience-revisit and regret-satisfaction degree and service remedy behavior. The frame is made to study the rural tourists'behavior reasonable and workable. The results are obtained to draw revelation of rural tourism industry and provide theoretical guidance for rural tourism development, also meet the domestic shortage of research in this area. Undoubtedly, it is of great significance.
Conclusions of this thesis:
1. Analysis of the motivation of rural tourist behavior. Rural tourist motivations are mainly relaxing, informative, physical enjoyable, mental and social communication. Curiosity for rural theme characteristics, the recognition of reception capacity, curiosity for products' characteristics, personnel acceptance level of service, reasonableness of the price, tourists age and family income are positively related; the understanding level of information, consumer experience and the distance between tourist residence and city center are negative correlated. Educational level and willingness has no significant correlation with rural tourism motivation.
2. Analysis of rural tourists'cognitive behavior. The most important sources of information are obtained often through television media and former travel experiences. Newspaper, internet and advertisements are major sources to get the information; the plane media, the network exchange, the outdoor advertising are important ways to gain information; the literary works, proclaims and field trip have a little impact on tourists cognition behavior. The degree of concern are greatly influenced by annual holidays; the product information contact degree is only inferior to annual holidays; the level of participation rank the third and tourism products information play comprehensive roles and the degree of characteristics of tourism products is a key point for attracting the rural tourists'attention, while age, education level and the tourism product sources of information, recognition of environmental tourism product are not remarkable factors.
3. Analysis of rural tourist decision-making behavior. The individual objective views and the scenery features are two core factors influencing rural tourism decision-making; the age, occupation, income, leisure, educational level are restricting individual objective conditions; prices of products, scenery features, entertainment tourism, health experience are the primary factors in tourist decision-making considerations. Individual psychological factors and environmental factors are the major factors in rural tourism decision-making. In addition, catering and accommodation services, travel services and other service factors also influence the decision-making of rural tourism. Also, family, social groups, travel advice, travel habits affect more or less; but the decision-making behavior of rural tourists influenced less by information.
4. Analysis of rural tourist experience behavior. Cost-efficiency ratio is a significant factor influencing the satisfaction of tourists'experience; special tourism project and recreational facilities play a key role; preference also decide the degree of experience satisfaction; the influence of catering and accommodation services, travel services and comprehensive environment on the rural tourism experience behavior are not significant.
5. Analysis of rural tourist revisits behavior. The most remarkable factor is the former tour experience; the second important factor is the expectation to the reception service, preference has some impact to some extent, and expectation value for tourists is less affected. By clustering analysis, various important factors of revisiting are defined as rural preference-based, village-type-cold type and the village does-not-matter. A significant effect exist between the number of revisiting factors and the quality of experience; recreational facilities, traffic conditions, special projects of the factors has no longer significant effect on the experience of revisit behavior; awareness features of rural tourists does not reach significant level for revisit experience. The difference between the number of revisiting factors and the quality of experience shows that: Cost-efficiency ratio is a significant factor both for revisit behavior and initial tour experience.
6. Analysis the relationship of rural tourists regret, satisfaction and service remedy. There is a significant correlation between perceived performance and satisfaction, however, significant negative correlations exist between regret and satisfaction levels; significantly positive correlation between service remedy and tourist satisfaction; rural tourism service remedy and rural tourists regret is significantly negatively correlated.
7. With the clue of urban visitors'of motivation—cognition—decision-experience—revisit-regret, service remedy and satisfaction of rural tourism to analyze the whole process behavior of rural tourists. Study shows that:through the analysis of each behavior of rural tourists', rural tourists'behavior is a whole process made of tourists'motivation-cognition-policy-experience-revisit and regret-satisfaction degree and service remedy behavior. Each behavior is affected by various kinds of factors, but they have some factors in common, such as the theme feature, rural tourism product and rural tourism service. Study also finds that:rural tourist behavior's features is not only having the General behavior of purpose, selectivity, complexity, etc, but also has the rural tourists'behavior's leisure behavior, participation, repetition. The rule is:city for the tourists'a thrust; but the village is a pull. Under certain conditions, rural tourist behavior is the result of the interaction between city push and village pull.
Compared with former rural tourism study, this study has four innovations as following:
1. Constructing a frame of rural tourists'behavior analysis. With the clue of motivation-awareness-policy-experience-revisiting-regret, service remedy, tourist satisfaction, which explores the whole behavior of rural tourism for the first time and put rural tourists regret, satisfaction and service remedy into one frame to explore the relationship among three factors initially.
2. By means of demonstration method to systematically study the rural tourism behavior. Applying logistic regression analysis, factor analysis, principal component analysis, cluster analysis and etc, from the view of rural tourists, the study demonstrates the whole process of awareness-experience-revisiting policy and revisiting experience to obtain a more rational conclusion.
3. Through the analyses on rural tourist awareness degree, the study finds that:the annual holiday, product information access degree and the awareness for products are the most important factors influencing awareness degree, the participating degree has comprehensive impact on awareness degree; the specialty degree of tourism products is a focus attracting rural tourists. The age, educational level, product sources and scenery environment awareness have no significant effect.
4. The study on revisit behavior finds that, the rural tourists can be defined as:rural preference-based, village-type-cold type and the village does-not-matter three kinds. The revisiting times have significant but the cognitive degree has no significant effect on the quality. Also, the entertainment equipment, transportation condition and special programs have no significant effect on revisiting quality. However, the cost-efficiency has remarkable significant effect on initial and repeat visit.
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