Study on the coupling mechanism of social interaction and rural tourism practitioners sustainable participation

Abstract

As a green industry, tourism provides a new path for the green development of rural areas and plays an important role in the development of rural economy and the construction of ecological civilization, the sustainable participation willingness of the practitioners is the primary factor that affects the sustainable development of rural tourism. This paper studies the effect of Social Interaction on sustainable participation of practitioners. Through the empirical analysis, it is found that the interaction between practitioners and tourists, government and neighbours has a significant positive impact on the willingness of practitioners to continue to participate in rural tourism. Practitioners’ satisfaction with local tourism development plays an intermediary role in social interaction behaviour and willingness to participate continuously.