Tourists Perception Factors Research Of Rural Tourism Destination

Though rural tourism in China started late in the1980s, but it developed very well andnow it becomes a very important component of the tourism industry and also becomes themost potential region in china. However in the practice of the rural tourism development,there is not a systematic quantitative research of tourist perception, having a certain researchspace and meaning. This paper starts from the affecting factors of tourist perception and goesthrough a comprehensive analysis, looking forward that this study produces some guidance torural tourism development and business activities.This paper reviews the research status of rural tourism and tourist perception at homeand abroad, defines the concepts of rural tourism and tourist perception and explains therelated theory. On the basis of theoretical research, this article sums up20perception factors,designs the questionnaires and delivers them to the tourists. This paper summarizes the20perception factors into five public factors by the method of factor analysis. The five publicfactors are rural tourism costs, rural social environment, rural products and services, ruralhuman environment and rural natural environment. At the same time, the paper divides thefive public factors and20perception actors into four categories, which is the basis ofenhancing measures. The enhancing measures includes rural cost promotion strategy, ruralsocial environment promotion strategy, rural products and services promotion strategy, ruralhuman environment promotion strategy and rural natural environment promotion strategy, inorder to making the rural tourism in Shaanxi Province obtains a more rapid development.