Research On The Satisfaction Of Rural Tourism Tourists

With the rapid development of China's economy,the continuous improvement of the level of urbanization,the gradual change of people's consumption concept,the tourism industry is moving towards the pace of rapid development.Rural tourism with its unique authenticity and nature,is the modern tourist welcome.Over the past 20 years,rural tourism rapid development for the tourism industry a new economic growth point.At the same time,the development of rural tourism also faces enormous challenges,homogenization of tourism products,low level of service quality,poor infrastructure,dirty poor tourism environment,seriously restricting the sustainable development of rural tourism.Based on the perspective of tourists' satisfaction,this paper tries to solve the contradiction between tourist demand and tourism supply.On the basis of the existing research,through reading a large number of literature,combined with the factors that influence the tourists' satisfaction,this paper initially selected the evaluation index of the tourists' satisfaction,then please 21 experts to revise and perfect the evaluation index system of tourist satisfaction,ultimately identified,including 4 dimensions and 37 indicators,including rural tourists' satisfaction evaluation system,and the selection of Hefei City suburb thirty Township tourism scenic area as a case for empirical study.The data sample descriptive analysis,reliability test,correlation analysis and IPA analysis using SPSS software.The study found that:(1)Visitors to thirty Township overall satisfaction between "general" and "basic satisfaction",of which the most satisfactory place is thirty Township village landscape,the most dissatisfied with is "infrastructure".(2)There is a significant positive correlation between tourists' overall satisfaction,revisiting willingness and tourists willingness to recommend;in 37 rural tourists' satisfaction evaluation indexes,besides congestion degree,parking,traffic safety,local public security and tourism trade specification the five indicators and overall satisfaction and perception there is no significant relationship,other 32 indicators and overall satisfaction and perception there are positive correlation.(3)Through IPA analysis,the air quality,ecological environment,landscape and pastoral landscape,parking status,traffic safety,the villagers friendliness,surrounding environment,accommodation,catering,entertainment and health security,social security,local food characteristics,food prices and traffic convenience,tourists think of the importance of higher evaluation the actual factor satisfaction is also high,this is the advantage of regional development of scenic spots;the degree of congestion and rurallabor scene is low,think of the importance of tourists satisfaction evaluation factors,this is to present the development of scenic spots to the regional dimension;practitioners service level,tourism trade norms,fire type,medical facilities,shopping shopping features shopping,price,recreation participation,tourism resources,historical and cultural landscape,tourist information,living facilities Facilities,recreation activities varied,rural architecture arts and entertainment activities characteristics of visitors that lower importance,actual lower satisfaction evaluation factor,which is the scenic area development area of opportunity,can not be ignored;network communication facilities,health,environment,accommodation,health,accommodation rural characteristics,tour signs,the operator's management level and tourists and processing of complaints,visitors that importance is relatively high,the actual lower satisfaction evaluation factor,which is the future needs to focus on the development of the region.According to the research results,this paper from the point of view of tourist satisfaction of combined with the current development situation of rural tourism,puts forward five strategies to enhance,strengthen rural tourism elements,expand rural tourism market,improve rural tourism environment,improve rural tourism service quality and improve rural tourism infrastructure.