Rural Tourism of Residents in Xinxiang: Decision-making Behavior and Influencing Factors

doi:10.11924/j.issn.1000-6850.casb17030140

Abstract

Abstract: Abstract: Rural tourism decision-making behaviors of urban residents are driven by a variety of factors. It will provide important theoretical basis for improving the attraction of a scenic spot for tourism management department by identifying key factors affecting rural tourism decision-making behavior. The authors selected 12 measurement indicators to analyze rural tourism decision-making behavior of residents in Xinxiang from 4 dimensions of latent variables, and established a decision model based on AMOS structural equations. The results showed that: residents income level, leisure time, and educational level were important factors significantly affecting rural tourism decision-making; the direct influence of destination image on tourism decision-making was greatest, indicating internal factors of scenic spots were direct decision-making factors driving tourists to make a final decision; tourism strategy had an indirect effect on decision–making mainly through tourism expectation. It was concluded that improving resident income level and enhancing scenic brand awareness would exert positive effects on final tourism decision-making.

CLC Number:

F592.7

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