This paper makes a research on the influencing factors of farmers' willingness to participate in national parks eco-tourism operations by using factor analysis and bi-variate logistic regression model.The results shows that, in farmer's individual characteristics, "whether or not the head of the household is among the village cadres" has a positive impact on farmers' willingness to participate in eco-tourism operations.In farmer's family characteristics, "hiking distance from residence to tourism itinerary"has a negative impact on farmers'participation willingness."Whether or notthere is land occupied by national parks" exerts a positive impact on their willingness.In farmer's attitudes and behaviors, factors like"enhancing local economy development","increasing local job opportunity" and"increasing local household income" are all positive factors.In farmers'subject norm,factors such as "whether or not they will get finance support if the norms are set"and "whether or not they will get human resources support if the norms are set"affect farmers'willingness to participate;in farmers'behavioral control recognition, factors like "all members of the family willing to participate", "whether or notthe government will provide training opportunities"and "whether or not there are family members or friends working at government"have positive effect on farmers'willingness.On the basis of the above findings, finally, some suggestions and strategies are put forward.%本文运用因子分析法和二元Logistic回归模型研究农户参与生态旅游经营意愿的影响因素.研究结果显示,在农户的个人特征中,"户主是否村干部"正向影响农户参与生态旅游经营的意愿;在农户的家庭特征中,"居住地到旅游公路的步行距离"负向影响农户参与生态旅游经营的意愿;"是否有土地被国家公园占用"正向影响农户参与生态旅游经营的意愿;农户的行为态度中,"促进了本地经济发展""增加了就业机会""增加了本地居民收入"等3个因素均正向影响农户参与生态旅游经营的意愿;农户的主观规范中,"设立后能否获得资金支持""设立后能否获得人力支持"等2个因素均正向影响农户参与生态旅游经营的意愿;农户的行为控制认知中,"家里人都愿意参与旅游""政府是否提供过培训机会""设立后有亲朋在政府任职"等3个因素均正向影响农户参与生态旅游经营的意愿.最后,在研究的基础上提出了建议与对策.
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