Does the Self-Identity of Chinese Farmers in Rural Tourism Destinations Affect Their Land-Responsibility Behaviour Intention? The Mediating Effect of Multifunction Agriculture Perception

Xingping Cao, Zeyuan Luo, Manli He, Yan Liu and Junlin Qiu
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Xingping Cao: Business and Tourism School, Sichuan Agricultural University, No. 288, Jianshe Road, Dujiangyan 611830, China
Zeyuan Luo: Business and Tourism School, Sichuan Agricultural University, No. 288, Jianshe Road, Dujiangyan 611830, China
Manli He: School of Economics and Management, Fuzhou University, No. 2, Wulongjiang North Avenue, Xue Yuan Road, University Town, Fuzhou 350108, China
Yan Liu: Business and Tourism School, Sichuan Agricultural University, No. 288, Jianshe Road, Dujiangyan 611830, China
Junlin Qiu: Business and Tourism School, Sichuan Agricultural University, No. 288, Jianshe Road, Dujiangyan 611830, China

Agriculture, 2021, vol. 11, issue 7, 1-14

Abstract: Farmers are the heart of rural tourism destinations, and their land-responsibility behaviours affect sustainable development. In this study, four rural tourist sites in the suburbs of Chengdu were selected, and the structural equation model was used to analyse the influence of farmers’ self-identity on their land-responsibility behaviours intention under the condition of agricultural multifunction perception as a mediation variable. The results show that, in rural tourism destinations of suburban districts of China, farmers’ self-identity is an important variable that affects their land-responsibility behaviour intention. Agricultural economic function perception mediates the relationship between farmers’ self-identity and land-responsibility behaviour intention. Agricultural non-economic function perception positively affects their agricultural economic function perception.

Keywords: self-identity; agricultural non-economic function perception; agricultural economic function perception; land-responsibility behaviour intention (search for similar items in EconPapers)
JEL-codes: Q1 Q10 Q11 Q12 Q13 Q14 Q15 Q16 Q17 Q18 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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