An empirical analysis on community residents' perception and major influencing factors of rural tourism development

With the rapid development of rural tourism in China, community residents, as important stakeholders in the development of rural tourism, their perceptions and attitudes directly affect the sustainable and healthy development of local rural tourism. Taking the community residents of Xiaogucheng Village in Hangzhou as the research object, using the methods of field interviews and questionnaires, a multiple regression model was established to conduct an empirical analysis on the perception and main factors affecting the development of rural tourism of community residents. The results show that the development of rural tourism in villages with better economic development is not as popular as expected; Where community residents have made ideological progress and are willing to participate in tourism development,the development effect of rural tourism is remarkable; In addition, community residents also hope that their personal abilities can be combined with rural tourism for common development; The destruction of community environment has a slight impact on the development of rural tourism, which shows that the attention is not enough. Finally, based on the analysis conclusion, it provides new ideas and inspiration for the sustainable development of rural tourism:improving the community residents’ participation in rural tourism system, establishing the guidance mechanism of community residents’ tourism vocational education, and consolidating the achievements of community ecological environment management.