| The development of rural tourism has been spreading rapidly in China in recent years, along with the booming economy and urbanization. In the same time, there was substantial improvement in the home stay business in the rural area on the fring of scenic spots even before governing regulationswere implemented, but unfortunately some unfavorable factors remained. The purpose of this study is to determine visitors' expectation and experience of home stay facilities, services, landscape, management, and recreational activities. The study also aims to analyze the dimensions of home stay facility evaluation and explore its relationship to the willingness of visitors to make return visits.Based on a systematic review of rural tourism theory and practice, it gave out the theory related to the development of home stay facility and analysed the characteristics and types of home stay facility.By field survey in three villages in Zhejiang province focusing on tourist expectation and experience, statistic analyses with SPSS tools, Factor analysis, One-Way ANOVA and Logistic Regression,it is conducted and indicate that tourists' experience is extracted to four home stay evaluation factors:"housekeeping management," "recreational services," "basic services," and"landscape planning." It was also found that housekeeping and public safety facilities were significantly related to the willingness to revisit and recommend home stay facilities.Through IPA (importance-performance analysis) and Compared-Sample T Test, the identification of the above factors shows the importance sequence in a descend order: "basic services", "landscape planning", "housekeeping management", and "recreational services".Based on the results of the study, in the last chapter, suggestions are proposed regarding marketing planning for home stay facilities. |
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