YU Fenglong, HUANG Zhenfang, FANG Yelin
2013, 32(8): 1565-1576.
Tourism consumption of Chinese rural residents is an important way of expanding domestic demand and balancing urban and rural development, and also contributes to promote the sustainable tourism development in China. Using the national statistical data collected from 1994 to 2010, the paper analyses development stage, characteristics and its changing trend, and influencing factors of tourism consumption of rural residents. The results are shown as follows: (1) Tourism consumption of rural residents can be divided into three stages. Before 1999, tourism consumption had been greatly improved, but the level of per capita tourism consumption was low. Tourism consumption showed a significant downward trend from 1999 to 2003. After that, tourism total consumption prohibited a continuous increasing tendency, but the growth of per capita tourism consumption was retarded, tourism consumption presented scale expansion, which was mainly due to the growth of tourism consumption person times. (2) Based on the comparison between urban and rural residents' tourism consumption, average tourism propensity to consumption of rural residents presents a downward trend in general, Q values which evaluate the level of tourism consumption show that the tourism consumption of rural residents lags behind income in most years. Transportation, accommodation, dining and sightseeing consumption have been steadily declining, the changing degree of tourism consumption structure is relatively strong, consumption level is relatively low and consumption structure is irrational. (3) The paper constructs an influential mechanism model of tourism consumption of rural residents. The conclusion shows that rural residents' income, traditional consumption habit, and consumption uncertainty are the three important influencing factors. Firstly, the model shows a significant positive correlation between tourism consumption and residents' income, and tourism consumption is sensitive to residents' income. Secondly, traditional consumption habit affects the level of current tourism consumption, which reflects the characteristic of ratchet effect. Thirdly, consumption uncertainty plays a strong negative effect on tourism consumption. At last, demonstration effect of urban residents' tourism consumption is not significant, but rural tourism development has increasingly close contact with urban tourism, thus demonstration effect of urban residents' tourism consumption cannot be ignored.