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

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