Rural Tourism Based On The Perception Of Residents And Tourists

With the rapid development of global economy,people's income is gradually increased and the spiritual life is gradually enriched.Just like what conveys from the Maslow's Hierarchy of Needs,nowadays go to travel is not just a consumer behavior,but has become a vital part of one's life.In recent years rural tourism has got a significant development since it is such a tourism product that just meets the demand of tourism dan the diverse needs of tourists.In the rural tourism system,the local residents are the suppliers and the tourists are the consumers,both of their perception and evaluation of the rural tourism destinations are important criteria for the development of local tourism.Most of the previous studies are focused on one side either the residents or the tourists.In this paper,the author conduct the research on both sides,trying to have a more comprehensive grasp of the situation to find out the problems and provide a more targeted solution.Starting with the concepts of residents' perception of tourism,tourists' perception of tourism and rural tourism,the study of a great deal of literatures has establish a sound foundation for the overall research work.This paper,taking Jiangjia town in Zhejiang Province for the sample,introduces the basic situation of rural tourism in Jiangjia town from five aspects: geographical location,natural resources,social and economic development,tourism resources and tourism development.On the basis of a large number of references,through on-the-spot investigation,the author has designed two questionnaires respectively for residents and tourists.The questionnaire for residentshas a total of 30 perceived factors which are divided into three categories: economic impact,social &cultural impact,environmental impact.The questionnaire for touristshas a total of 28 perceived factors which are divided into five categories: the ecological environment,the social environment,the tourism cost,the product service,the humanity environment and the tourism overall evaluation.The author obtains the first-hand data through the questionnaires and random interviews with the residents and tourists,and analyses the data with SPSS and EXCEL software.In the residents of tourism perception,economic impact ? social and cultural impact are the status quo in general,still need to upgrade;environmental perception is the status quo is good,should continue to maintain.In the tourist perception,tourism costs,products and services are weak and should be strengthened;social environment,human environment are the status quo in general,still need to enhance;The ecological environment and the overall assessment are better and should continue to be maintained.At last the author has found out the problems existing in the local rural tourism development,and put forwardseveral solutions including to improve the service quality,to reduce travel cost,to have a good marketing strategy and to improve ecological environment.Hoping to provide useful reference for the development of rural tourism of Jiangjia Town and other parts of China.