Study on the influencing factors of rural tourism behavior intention in China based on the theory of planned behavior

Abstract

With the gradual improvement of China's residents' economic level, the continuous improvement of the holiday system, and the main purpose of relaxing mood and experiencing life, rural tourism has developed rapidly. In order to further achieve the goals of farmers' entrepreneurship, agricultural income increase, rural prosperity, and tourism management departments and tourism enterprises' management and operation objectives, this paper puts forward research hypotheses on the basis of relevant literature review and references. Based on the previous research results, this paper designs a questionnaire on Residents' rural tourism behavior intention, and uses SPSS23.0 to conduct correlation analysis and hypothesis test on the sample data, and draws the following conclusions: (1) rural tourism attitude, subjective norms, and perceived behavior control have a significant positive impact on rural tourism behavior intention; (2) policy system and resource conditions have a significant positive impact on rural tourism behavior intention; (3) policy system has a significant positive impact on subjective norms and perceived behavior control, and resource conditions have a significant positive impact on rural tourism attitude, subjective norms, and perceived behavior control.