| While rural tourism are springing up all over the country in recent years, many places have difficulties even in taking a step, some just stagnant with rural tourism quality problems coming to the fore. The research about rural tourism in our country focus on the discussion of definition, classification, exploitation and planning, marketing strategies, community participation and management, etc. Researches concerning this aspect also remain at qualitative descriptions and raising countermeasures, lacking in instructive significance for the practice of rural tourism sustainable development.Then in the author's opinion, one way to solve the problem of the sustainable development of rural tourism is constructing an rural tourism quality evaluation index system suitable for the situation of China, examining and evaluating the areas and scenic spots developing rural tourism and impelling them to try to find out the main problems and where they fall short so as to continuously improve and perfect themselves moving toward sustainable development. Meanwhile, the author advised setting up fine works and demonstration programs as examples for those areas and scenic spots that conform to the standard. This is the very starting point and end-result of this study.Proceeding with basic theories, this thesis defined the rural tourism quality, expatiate the progress of researching rural tourism quality, based upon a systematic review of the latest achievements in the research on rural tourism, its standards and sustainable development indicators, the thesis brings forward a set of 35 indicators for rural tourism quality. After a consultation with 472 tourists and an investigation in 2 rural areas in Sichuan province, the author uses investigation of tourists and factor analysis as tools to identify effective indicators and thus develops an rural tourism quality indicator framework. The framework consists of two themes and ten sub-themes, containing a total of 31 indicators. The two themes are environment quality and service quality. The ten sub-themes include landscape quality, waste disposal, air and voice quality, security factor, tourism activities factors, price factor, tourism services factor, education factor, tourist activities protection factor and characteristics of rural tourism. Principal Component Analysis is used to work out the weight of each of the 31 indicators, criteria of the quality of services in the weight far higher than the quality of the environment, elements of the quality of the landscape, tourism, security factors and tourism services of the weight factor is relatively high, protection of tourism activities, prices, the characteristics of rural tourism, air quality and waste disposal voices weight times, the minimum weight for educational factors.With reference to China national standards, successful practices observed in scenic areas, and advice contributed by experts, the author applies standardization process to the indicator framework. The final version of the evaluation standards and model for evaluation of rural tourism quality is expected to be applicable to the real situation of Sichuan province.For a case study, the model and standards are used to assess the Sanshengxiang scenic area in Chengdu of Sichuan province. The author analyzes the rural tourism quality in this area and detects four major behavior fields where sustained improvements are to be made in the future: improve the environment education of rural tourism, focus on the maintenance of rurality, improve the service of rural tourism, place emphasis on developing and protecting the utility of rural tourism, strengthen the training of tourism employees. |
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