Research on Factors Influencing Consumption Intention of Experiential Rural Homestay Tourism based on Planned Behavior Theory: A Case Study of Dali City, Yunnan Province
Authors: Li Liulu , Phakdeephirot Nutteera 
Published: October 2023

With the implementation of the beautiful countryside and rural revitalization strategy in China, and the transformation of the way people travel during the epidemic, rural tourism is booming. Under the background of experience economy, people are more and more inclined to pursue "experiential tourism" which is different from traditional sightseeing tourism. This kind of tourism enables tourists to actively participate in the real local production activities, deeply feel the differences between urban and rural cultures, and appreciate the charm of local cultural connotation. As an important medium to carry rural regional culture, experiential rural homestays shoulder higher responsibilities and expectations in the era of experience economy, aiming to show and convey local resource advantages and regional cultural connotations to tourists, so as to meet their needs for rich and meaningful travel experience. According to the data of the first quarter of 2021, the total number of rural tourism visits in China reached 984 million, an increase of 5.2%. With the intensification of competition in tourism industry, the non-standardized form of homestay has gradually emerged, and has attracted extensive attention in the field of homestay tourism research. In order to promote the orderly development and sustainability of homestay tourism, an in-depth study of experiential rural homestay in Dali, Yunnan Province was carried out. It is of great significance to explore the consumer's willingness to consume and its influencing factors. An in-depth study of these factors can help us solve the current problems in the field of homestay tourism and promote future development. Understanding consumers' willingness to spend helps to provide better services and experiences, thereby enhancing the competitiveness and attractiveness of the homestay industry. In addition, by studying the factors that influence the willingness to spend, it is able to provide guidance and advice to B&B operators to help them improve their products and services, increase customer satisfaction, and gain a competitive advantage in the market. The purpose of this study is to synthesize the connotation of homestay tourism and the characteristics of experiential homestay tourism, to analyze the factors affecting the consumption intention of experiential homestay tourism by using the classic planned behavior theory (TPB), and to put forward suggestions to promote the development of homestay tourism according to the research results. Firstly, the connotation of experiential homestay tourism is defined through literature review, and the theory of planned behavior is introduced as the theoretical framework. Then, using the theory of planned behavior to analyze the factors that affect the consumption intention of experiential homestay tourism, and put forward the corresponding research hypothesis based on the actual situation. In the stage of empirical test, the paper designed a questionnaire to collect data on the consumption intention of experiential homestay tourism, and adopted the method of network survey to collect data. Then the reliability and validity of the data were analyzed by SPSS software, and the basic situation of the data was described. The results show that the evaluation index system and theoretical model constructed by us are effective and can provide reference for related research. This paper puts forward some strategies and suggestions to enhance consumer willingness to consume based on the above research results, so as to promote the development of homestay tourism.