The Research On Perceptual Evaluation And Governance Of Rural Tourism Environment From The Perspective Of Tourists

The source of the attractiveness in rural tourism is Natural ecological environment and sociocultural environment.With the rapid development of rural tourism in China,tourism has not only brought great social and economic benefits to rural tourism destinations,but also caused a certain negative impact on the environment of rural tourism destinations.This paper selects Wuyuan,a famous rural tourist destination in China,as a typical case study,collects first-hand data through questionnaire survey,uses factor analysis and analysis of variance to extract common factors,and carries out paired sample T-test to form a IPA analysis matrix with importance perception evaluation as horizontal axis and satisfaction perception evaluation as vertical axis to explore tourists' perception and evaluation of Wuyuan rural tourism environment.The main conclusions are as follows.Rural tourism environment is an important component of the attraction of rural tourism in Wuyuan.The results show that tourists' good perception and positive evaluation of the rural tourism environment in Wuyuan is an important reason to attract them to travel to Wuyuan.Tourists' perception and evaluation of Wuyuan rural tourism environment can be classified into four aspects: ''resource environment'',''service environment'',''facility environment'' and ''space environment''.This is also the content that Wuyuan rural tourism environment governance needs to pay attention to.Tourists' perception and evaluation of Wuyuan rural tourism environment is different,which shows that the governance of Wuyuan rural tourism environment also needs to implement differentiation strategy.The results show that the ''resources and environment'' of Wuyuan has been generally recognized by tourists,which needs to be maintained,''space environment'' and ''service environment'' are the aspects that need to be developed later,and ''facility environment'' is the area that needs to be improved.There is still room for improvement in the governance of rural tourism environment in Wuyuan.The results show that the average value of respondents' overall perceptual evaluation of the importance of rural tourism environment in Wuyuan is 3.93 and that of satisfaction is 3.77,and there is a certain gap between them.it shows that there is still some room for improvement in the governance of rural tourism environment in Wuyuan.From the perspective of tourists' perception,this paper discusses tourists' perception and evaluation of Wuyuan rural tourism environment,and then seeks strategies to improve the quality of rural tourism environment,which is helpful to improve the overall attractiveness of rural tourism destinations and promote the sustainable development of rural tourism.