Study On The Effect Of Disappointment And Regret On Tourist Satisfaction Of Rural Tourism

In the late 1980s, more and more people want to away from the noisy of big city and return to the natural world, along with our country's blooming economy and urbanization. Under this background, rural tourism turns into a new kind of tourism form of our country. After more than 20 years' rapidly developing, rural tourism has already become the new growth spot of our country's tourism industry.Bases on a systematic review of rural tourism study and tourists' satisfaction study, the concept of rural tourism is defined clearly, and the generalized utility model of customer's satisfaction is drow into the study of rural tourists' satisfaction. This paper, on the basis of generalized utility model of customer's satisfaction infers a multiple model of rural tourists'disappointment, regrets and satisfaction, and takes the suburban rural tourism destinations of Chengdu as the study objects. The conclusion reveals that the satisfaction of rural tourists influenced by the mutual effect of choisen tourism product and forgone tourism product. Rural tourists' disappointment is the negative psychological reactions based on the comparison between the performance of a chosen tourism product and the expectation of it. Regret is also the negative psychological reactions based on the comparison between the chosen tourism product and a forgone tourism product.Through frequency analysis, this paper finds out the present situation of rural tourists' expectation, experience feeling and disappointment. The conclusion also reveals the weakness of our country's rural tourism product and service. In order to improve the satisfaction and loyalty of rural tourists, this paper suggests the manager of rural tourism pay more attention to those weak factors, especially the convenience of public facilities, the convenience of advisory service, the entertainment and the feature of souvenir.