Understanding Farm Households’ Participation in Nong Jia Le in China

As the dominant form of rural tourism (RT) in China, Nong Jia Le (NJL) has made it possible for local farm households to benefit. In this article, a four-step strategy based on binary logistic regression was introduced to identify the most important factors influencing the participation of farm households in NJL. Next, a comparative study based on data from two NJL communities was conducted to test the approach and identify the most important influential factors as well as the differences. The results showed that the approach could identify the optimal model and the most influential factors in different rural communities. The comparative study indicated that for Pinglou Village, the most influential factors were “education years” and “gender ratio”, while in Baozi Village, the three most influential factors were “education years”, “consumption level”, and “land area”. Implications were put forward to improve the level of participation and hospitality of NJL.