Research On Rural Tourism Visitor’s Revisit Intention From The Perspective Of Tourist Experience

With the acceleration of urbanization, urban residents’ life pressure is growing on and on. Getting rid of the noisy city and going to outskirts for a holiday is becoming fashion consumption. In this sence, rural tourism gets into a rapid development period, it emerge endlessly all over the country. How to cultivate a large number of loyalty visitors has being a goal which various managers purchasing. Cultivating a large number of loyalty visitors can reduce the publicity cost and speed up the money recycling, which increased the competitiveness of rural tourism has an important significance on the sustainable development of rural tourism.In this context, this study uses basic theory of several related subject such as tourism, consumer behavior etc to construct the theory model by refining foreign existing model from the perspective of tourism experience after referring to related literature at home and abroad. According to the theory model, this study raises assumptions and puts forward that for verification. This study adopts263valid questionnaires by the method of questionnaire survey and carries on the factor analysis, correlation analysis and regression analysis by use of SPSS, then draws the following conclusion:(1) The tourist experience of rural tourism visitor includes four elements:landscape experience, facilities experience service experience and activities experience. At the same time, the activities experience of visitors has significant positive impact on their perceptive value and revisit intention; And the visitors’service experience of rural tourism has no significant correlation with perceptive value or revisit intention. In addition, the data analysis also shows that the landscape experience of visitors has significant influence on their perceptive value and revisit intention; while the facilities experience of visitors has obvious effect on their revisit intention, but no significant correlation with their perceptive value. (2) Both the satisfaction and the perceptive value of rural tourism visitor have significant influence on their revisit intention. At the same time, the perceptive value of rural tourism visitor plays an intermediary role in the process of the landscape experience and activities experience’s influence on revisit intention.(3) About the relationship between satisfaction, perceptive value and revisit intention, not only the perceptive value but also the satisfaction has significant direct effect on revisit intention. And the satisfaction of rural tourism visitor plays an intermediary role in the process of the perceptive value’s influence on revisit intention. At the same time, the perceptive value of rural tourism visitor plays an intermediary part in the process of the satisfaction’s influence on revisit intention. It is worthwhile to note that the intermediary role the satisfaction played is greater than that of perceptive value.