Rural Tourism Optimization Research Based On Tourist Satisfaction Evaluation

In the building "Beautiful China","beautiful countryside" background,Rural tourism in the country are carried out in full swing.Accordingly,how to optimizing the development of rural tourism and the sustainable development has become a hot topic of academic research.Tourists’ preferences and satisfaction not only affect the quality and experience of tourists,but also affects the rate of re-visit to the tourist destinations,In a way,the satisfaction of tourists can be seen as one of the standars of successful development and operation of a certain tourist destination.The writer combine the study of tourist satisfaction and the study of the development of rural tourism in order to enrich the research methods,the theories of rural tourism and tourist satisfaction.This study also has some practical significance for the sustainable development of rural tourism.In this study,the writer choose more than ten rural tourism spots in Jiangning district,such as Shitangrenjia,Shitangzhuhai,Tangshanqifang,Machangshan,Huanglongxian,Dongshanxiangzhangyuan.Through the way of literature reviewing and field interviews with visitors,it summed up the rural tourist satisfaction evaluation system which bears with three secondary indicators and thirty-two third indicators in Jiangning district.Then the writer got the date that how much the tourists think of the indicators and how satisfacted the tourists feel about the indicators through the way of questionnair.In this study,the writer did the difference analysis about the importance and satisfaction,then came up with the result that each indicator’s average score of satisfaction is less than the score of importance.Similarly,the writer did the paired samples T-test to get to the result that there is a rather significant difference between almost every single indicator.Then using the IPA analysis,evaluation index will be distributed in four quadrants,drawing advantages and disadvantages of Jiangning district of rural tourism.According to the IPA analysis,the researcher think that we should provide optimizing strategies for the rural tourism in Jiangning district from this four angles:maintaining and enhance strategies,key improving strategies,reasonable regulating strategies,construction and expansion strategies.Then this study summarized the optimizing strategies concluding improving infrastructure,improve service quality,increase the added value of tourism products,pay more attention on the development of expand products,rural tourism marketing optimizating improvements and other aspects.