RESEARCH ON TOURISM ATTRACTION, TOURISM EXPERIENCE VALUE PERCEPTION AND PSYCHOLOGICAL TENDENCY OF TRADITIONAL RURAL TOURISM DESTINATIONS
Authors: Han Guangming , Zhu Chaozhi 
Published: July 2022

Background

In recent years, rural tourism has become an important way to implement the Rural Revitalization Strategy in China, and traditional villages have become an important type of rural tourism destination. On the one hand, how to improve the attraction of traditional rural tourism, on the other hand, how to meet the escalating experience needs of rural tourists, so as to make the sustainable development of traditional rural tourism and promote rural rejuvenation, is an urgent problem for traditional rural tourism stakeholders. Especially in the increasingly competitive rural tourism destinations, how to cultivate loyal tourists has become a major problem faced by tourism destinations. This paper puts forward the following assumptions about the emotional work of rural tourism practitioners

H1: the surface behavior dimension of emotional labor is positively correlated with work pressure.

H2: the deep behavioral dimension of emotional labor is negatively correlated with work stress.

H3: the surface behavior dimension of emotional labor has a positive impact on job burnout.

H4: the deep behavioral dimension of emotional labor has a negative impact on job burnout

Research Objects and Methods

From the perspective of psychology, taking the “first behavior result” of tourists in traditional villages and rural tourism destinations as the research object, and drawing lessons from the theory of self-determination and psychological ownership, this paper constructs and verifies the research model formed by tourists' experience perceived loyalty in rural tourism destination scenic spots. Thus, it reveals the interactive mechanism between the antecedents and behaviors, behaviors and results of traditional rural tourism destination tourists and rural tourism attraction, experience perception participation and loyalty attraction. According to the theoretical hypothesis, we use Amos to construct the formation model of experience perceived loyalty of rural tourism destination tourists, and use maximum likelihood estimation (MLE) to estimate the parameters of the model. The model includes 7 dimensions and 32 observation indicators. The perception dimension of experience value includes three sub dimensions: rural tourism service value perception, rural tourism emotional value perception and rural tourism resources and environment perception. The upper layer of these three sub dimensions constitutes the general dimension of “rural tourism experience value perception”. 1031 questionnaires were distributed, 945 valid questionnaires were distributed, and the effective rate was 91.7%. A field survey was conducted on many traditional rural tourism destinations in China. At the same time, the emotional behavior of tourism practitioners in various regions was investigated. The questionnaire is designed to objectively evaluate the individual's sense of self-worth or social ability. The original scale consists of 32 items. Helmreich and Stapp (1974) modified the scale and divided it into two independent 16 item scales to shorten the test time. The following criteria are followed in the composition of the two scales: the correlation between the subscale and the total scale is equivalent, the average scores between the scales and between different genders are equal, the score distribution is equal, and the corresponding factor structure. The correlation coefficient between the two subscales and the 32 item version of the total scale is 0.97, and the correlation coefficient between them is 0.87. Many researchers using tsbi only use one of the subscales. The 32 item version of tsbi factor analysis produced a large factor item and four theoretically related factor items: confidence, dominance, social ability, social withdrawal or relationship with authority. The subjects answered these statements on a 5-level scale, with a total score ranging from 0 to 64.

Results

The perceived value of rural tourism resources has a significant effect on the attractiveness and loyalty of traditional tourism resources. In this process, experience value perception plays a positive intermediary role between resource attraction and tourist loyalty. The attraction of traditional village rural tourism services has a positive impact on tourist loyalty. The higher the service attraction, the higher the tourist loyalty. However, the indirect impact of service attractiveness on tourist loyalty is not significant, mainly because the value perception of tourists caused by high service attractiveness is not necessarily very high. The attraction of traditional rural tourism environment has an indirect negative impact on tourist loyalty. However, the correlation analysis in Table 3 shows that there is a significant positive correlation between environmental attractiveness and tourist loyalty. The self-control of tourism employees was negatively correlated with emotion perception, emotion evaluation, emotion control and emotion regulation reflex (P &lt; 0.01), and negatively correlated with emotion regulation self-efficacy (P &lt; 0.05), which had nothing to do with the applied emotion strategies. The self-care ability and emotion regulation ability were significantly positively correlated with each dimension (P &lt; 0.01); Encouraging autonomy and emotion regulation ability were significantly positively correlated with each dimension (P &lt; 0.01); The ability of self-control and emotion regulation were significantly negatively correlated with each dimension (P &lt; 0.01).

Conclusion

Traditional villages should give full play to the advantages of traditional rural tourism resources, maintain the “countryside” and rural authenticity, and enhance the attraction of tourism resources. When developing rural tourism in traditional villages, we should improve the service attraction and pay attention to the needs of tourists' experience value. Considering the different characteristics of the spatial distance between traditional rural tourism and other types of tourism destinations, traditional rural tourism destinations should create a rural tourism environment conducive to tourists' spatial perception. The emotional regulation of tourism service personnel is also conducive to bring positive feedback to rural tourism.