Chinese Rural Elderly Tourism Motivation Regulation, Trigger and Feedback in the Context to Acquaintance Society

Abstract

ABSTRACT Chinese society is a local “Acquaintance Society.” This paper takes the rural elderly aged above 60 years old in China as the research object, collects data through in-depth interviews, and adopts the Grounded Theory method, finally the structural dimension and internal mechanism model of rural elderly’s travel motivation were constructed. The results show that: Rural elderly tourism motivated by Local perception motivation, Conventional motivation, “Poor family rich road” consumption motivation, Leisure motivation for travel enjoyment, Emotional motivation of reference groups, Healthy longevity motivation, Conspicuous feedback motivation, Experience motivation after participation, which are composed of eight dimensions. Based on research, the article constructs the mechanism model of rural elderly travel motivation, eight dimensions follow the path: Before Travel Rural Statute →During Travel Experiential Trigger →After Travel Conspicuous Reward, the whole process of elderly participation in tourism activities is analyzed through the action path of Social Influence Theory (SIT). This paper not only gives suggestions for tourism enterprises and Chinese government departments to promote the development of elderly tourism market, but also provides references for the fairness and common prosperity of rural areas under the “Acquaintance Society.”