The Empirical Research On Rural Tourists Satisfaction In Ili Valley

Since the 1990 s, Ili valley gradually began to develop rural tourism with the theme of back to nature and recreation. Rural Tourism grew rapidly with the help of the government, market and society. However, many conflicts have gradually surfaced with the rapid development of rural tourism, which the core conflict is among rural tourism products, tourists and tourism sites lack of balance between demand and supply, it impact on the satisfaction of tourists directly. In order to the sustainable development of rural tourism, we must establish a demand-oriented development strategy and services for the purpose of development.This article takes Ili valley as the study area, introduces the Rural Tourism Visitor Satisfaction. It summarizes the theory of rural tourism, based on the achievement of tourist satisfaction theory, re-define the concept of rural tourism and research tourist satisfaction measurement in the rural tourism destination. It focuses on building a rural tourism destinations tourist satisfaction measure system through empirical research. This study explains in the following three aspects. Firstly, under the premise of ensuring the validity of the questionnaire, analyze the survey data objectively, order the importance of indicators and the average satisfaction index. Secondly, the survey data through the t-value test, observe the difference between importance and satisfaction, draw conclusions that the mean of satisfaction less than average importance, there was no significant difference between the importance and satisfaction of the catering, accommodation, transportation, sightseeing, shopping, entertainment, service of a tourist destination. Thirdly, through IPA analysis, put the 27 level indicators in four quadrants, each index can be intuitive responded, thus it puts forward the corresponding countermeasures and suggestions.According to the above analyses, it can be concluded that rural tourism should establish a brand of agricultural products, pay attention to develop the special entertainments, security issues, improve infrastructure, raise rural human environment, stabilize prices and improve the health status.