Research On Tourists’ Satisfaction Perception And Promotion Strategy Of Rural Special Garden

In recent years,rural tourism has promoted rural development and received widespread social attention.Rural special garden is a derivative of the development of rural tourism to a certain stage.It combines ornamental tourism with flower economy,expands the content of rural tourism,and is conducive to the unified realization of agricultural industry,leisure tourism and social benefits.In the process of using theme plant resources to develop rural tourism,the perception and acceptance of tourists determine their social recognition,which is an important factor affecting the long-term development of rural special gardens.Therefore,it is necessary to carry out relevant research from the perspective of tourists to provide a theoretical basis for the design,renewal and development of rural special gardens.Firstly,this paper summarizes the rural special gardens and tourist satisfaction at home and abroad,studies the relevant concepts,theoretical basis and the current situation of tourism,and takes the Nanjing rose garden in the suburb of Lishui District of Nanjing as the research object to obtain the relevant data.Through the comparison of tourist satisfaction evaluation methods,IPA model is determined as the model of tourist satisfaction of this subject.Through literature research,questionnaire pretest,in-depth interview and other methods,the evaluation factors of tourist satisfaction of rural special gardens are determined,and an evaluation index system including 7 primary indicators and 29 secondary indicators is constructed.Then,the field data were collected in Nanjing rose garden.SPSS statistical software was used to analyze the reliability of the questionnaire,descriptive analysis of respondents’ personal information,descriptive analysis of importance and satisfaction,and t-test of two paired samples.Then the descriptive analysis results of importance and satisfaction were mapped to the IPA model matrix to obtain the advantages,improvement,disadvantages and opportunities of Nanjing rose garden.Secondly,the network semantic analysis method is used to crawl the data text of tourism comment apps such as public comment,micro-blog and little red book,and the rose content mining software is used to analyze to obtain the satisfaction perception results of tourists to Nanjing rose garden.Finally,through the comprehensive analysis of the results obtained by the two methods,it is found that tourists are dissatisfied with the following influencing factors:excellent and benign ecological environment,activity characteristics,infrastructure perfection and travel time consumption.Finally,based on the satisfaction evaluation results,the renewal strategies of Nanjing rose garden are put forward: enhancing the ecological environment and balancing the distribution of resources;Expand theme activities and enrich tourist experience;Strengthen the theme landscape and optimize the artistic effect;Improve supporting services and improve the quality of scenic spots;Coordinate the accessibility of scenic spots and promote the capacity of tourists.Then,starting from the "rose fragrance and interest in the flower room",as the promotion goal of Nanjing rose garden,build a rural special garden with the theme of rose characteristic activities and integrating other parent-child tourism,popular science exhibition,agricultural pet paradise,waterfront leisure and other activities.