Main Article Content
In recent years, an increasing number of tourism scholars have focused on rural tourism. However, the related research based on the participation of residents in rural tourism needs to be further studied. This paper aims to analyze the generative mechanism of residents’ participation behavior in rural tourism destinations on the basis of the theory of planned behavior through the construction of a theoretical model of residents’ participation behavior in rural tourism destinations. Through the analysis of the data from 517 samples by using SPSS 20.0 software, this study shows that local residents’ attitude and willingness toward participation have a significant positive influence on their participation behavior and that the residents’ participation willingness plays an intermediary role in their participation attitude and participation behavior. In the conclusion of this paper, the management recommendations that can guide residents to participate in rural tourism have been put forward.
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