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With the economic development and the improvement of residents' income level, China’s tourism industry is
now entering into a new historical period. In this paper, we construct an empirical analysis model about urban residents’
rural travelling decision-making, and then analyze influential factors mechanism by using logistic regression model.
Based on the analysis of rural travelling decision-making behaviors, the result shows that the variables as disposable income,
discretionary time of urban residents, infrastructure, traffic condition, tourism culture and tourism environment are
significantly affecting rural travel decision-making, which is at 10% significant level; meanwhile, other variables as environmental
quality, policy and media publicity is not obvious.