Tourists' Participation in Rural Tourism Development Based on TPB Theory: A Case Study of Xiqiao Town, Foshan

Abstract

Rural tourism, as an important means to promote rural economic transformation and rural revitalization, has attracted more and more tourists to participate. Tourists' willingness to participate in rural tourism is influenced by a variety of factors, and in-depth research on its decision-making mechanism is urgently needed. Based on the Theory of Planned Behavior (TPB), this paper constructs a framework for analyzing the influencing factors of tourists' participation in the development of rural tourism, and takes Xiqiao Town in Nanhai, Foshan as a research case to explore the influence of three major factors, namely attitude, subjective norms and perceived behavioral control, on tourists' willingness to participate. This study adopts questionnaire survey and empirical analysis methods, combined with regression analysis model, to identify the key factors affecting tourists' decision-making and propose countermeasures to optimize the development of rural tourism. Perceived behavioral control factors such as tourists' attitudes toward rural tourism, subjective norms of social circles, and travel convenience all significantly affect tourists' willingness to participate. This paper proposes to strengthen the branding of rural tourism, optimize tourism supporting facilities, and enhance the interactive experience of the community in order to promote the sustainable development of rural tourism. The research results not only enrich the application of TPB theory in rural tourism, but also provide theoretical support for local governments and tourism enterprises to formulate targeted policies.