Rural tourism has become an important component of Chinese tourism development. The paper established a regression model of pleasure and impulsive consumption in rural tourism. It takes Lanzhou City as a case, which obtained 575 questionnaires, to provide a typical case study for sustainable research of rural tourism consumption from tourists' perception. Using regression analysis, regulation effect and intermediary effect, pleasure will stimulate tourists’ impulsive consumption behavior in rural tourism. The result indicates: Firstly, the pleasure of the rural tourism process will stimulate the impulsive consumption behavior of tourists; for every 1% increase in pleasure, the actual cost of visitors increases by 16.7%. Secondly, the characteristics of rural tourism resources will become an important factor, and the pleasure stimulates consumption in rural tourism. The empirical results show that when the interaction effect of rural tourism pleasure and the characteristics of rural tourism resources increase by 1%, the actual consumption capacity will decrease by 32.6%. Finally, in the process of rural tourism, rural tourists from Lanzhou city’s male groups are more likely to produce impulsive consumption. When researching pleasure influence factors of impulse consumption behavior, empirical results show that rural tourism increases for every 1% increase. We witness increases in foreign tourist consumption capacity by 20%, male consumption capacity by 28.1%, the consumption capacity of tourists aged 31-40 by 38.4%, and the undergraduate and the college-educated consumption capacity by 24.8%.
Published Date: 2022-04-27; Received Date: 2022-04-01