Research On The Performance Of Rural Tourism's Development Based On Resident's Perception

Rural tourism is an important method to promote rural economic and social development and realize rural revitalization,promoting agricultural efficiency and increasing farmers' income and greening rural areas from economy,society and environment.The performance evaluation of rural tourism development is an issue of concern,around which hasn't been fully studied,especially based on the perspective of residents' perception,the important stakeholders in rural tourism.This paper combined in and abroad research findings about tourism performance evaluation and rural residents'perception,based on self-perception theory,social representation theory as well as sustainable tourism theory,taking Binglanghe international rural and culture-oriented tourist area as the research object,using the residents' perception,to make an empirical study on the performance of rural tourism development.Referring to the research achievements of tourism development performance and the on-the-spot investigation of Binglanghe international rural and culture-oriented tourist area,I constructed the evaluation index system of rural tourism development performance which consists of three dimensions:economic performance with 10 indexes,social performance with 15 indexes and environmental performance with 7 indexes.SPSS has been used to analysis the three dimensions in reliability.Descriptive analysis were used to process respondents' information to get knowledge of the situation.Perceptive performance and importance evaluation of economic performance,social performance and environmental performance were evaluated by average and sort,in order to analyze the basic information of importance perception and perceptive performance.Paired-Samples T Test has been used to compare the importance perception and perceptive performance.Taking the importance perception of the residents as the horizontal axis,while the tourism perceptive performance as the horizontal axis,the mean value of the importance perception and perceptive performance as the origin,the IPA model of tourism performance is constructed,divided into four types,as keep-trying type(i.e.the importance perception is high,while the perceptive performance is good),let-it-be type(i.e.the importance perception is low,while the perceptive performance is good),low-priority-development type(i.e.the importance perception is low,while the perceptive performance is bad)and focus-on-improvement type(i.e.the importance perception is high,while the perceptive performance is bad),to analyze the distribution of the three dimensions of the factors.The results of a comprehensive analysis of the data,we can draw the conclusion:(1)residents in Binglanghe Sanya rural tourist area have significant difference on the importance perception and perceptive performance of tourism development;(2)residents in this tourist area have difference in importance-performance analysis between economic performance,social performance and environmental performance;(3)the case has achieved certain results of development performance,but there are still shortcomings.Finally,according to the analysis results,four strategies are put forward for this tourism area,including continuous promotion strategy,natural development strategy,active development strategy and key development strategy,so as to promote the sustainable tourism development of this area.This study will help to enrich the theory and method system of the research on performance evaluation of rural tourism development,and make a beneficial supplement to the evaluation of tourism development performance and the study of residents' tourism perception.At the same time,it can provide scientific guidance for the performance evaluation and sustainable development of rural tourism in the case of similar tourism areas and effectively implement the tourism poverty alleviation policy in our country.