发展乡村旅游对拓展农业功能、调整农村产业结构、建设现代农业具有重要的作用,对培育新型农民、促进农村富余劳动力就地转移、增加农民收入有重要意义。本文从旅游需求方的角度对乡村旅游形象和游客行为意愿影响关系进行研究,实证分析旅游形象、满意度及行为意愿的关系。 The development of rural tourism plays an important role in expanding agricultural functions, adjusting the industrial structure in rural areas and building modern agriculture. It is of great significance to fostering a new type of farmer, promoting the transfer of surplus rural labor and increasing the income of farmers. This paper studies the relationship between rural tourism image and tourist behavior intention from the perspective of tourism demand side, and empirically analyzes the relationship between tourism image, satisfaction and behavior intention.