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In recent years, the rapid development of rural tourism in China . Development of rural tourism has a very important significance , can boost employment , increase revenue, improve the local environment . In this paper , the theory of consumer behavior , in psychology , behavioral science , marketing, statistical theory and methods, as the object of rural tourism in Fuzhou to consumers , the use of empirical research methods to investigate the behavior of rural tourists , and were analyzed using SPSS , Excel software , draw consumer behavior characteristics of rural tourists , and further analysis of the factors that affect consumer behavior . First overview of the development of rural tourism in Fuzhou and market characteristics analysis, and on this basis , the design of the questionnaire , selected representative of rural tourism to conduct field surveys and interviews . Then quantitative analysis of the collected questionnaires back the overall analysis , the first of several rural tourism and consumer behavior , to draw the total consumer behavior characteristics and influencing factors , and a comparative study of rural tourism to analyze each the different characteristics of rural tourism to consumer behavior and influencing factors . Finally, the development of rural tourism in Fuzhou , proposed measures to promote the development of rural tourism in Fuzhou . Research methods , using a combination of methods of empirical research and theoretical research . First, the relevant literature , rural tourism and the theory of consumer behavior research , literature review of rural tourism and consumer behavior ; questionnaire produced for the research questions , conduct field surveys and interviews ; Finally, quantitative questionnaire to collect back analysis, drawing conclusions, making concrete proposals and measures to promote rural development .
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