Research On The Problems And Countermeasures Of Rural Tourism In Boshan District Based On Tourist Satisfactio

Since the reform and open,China’s rural tourism,as an emerging industrial model for agricultural modernization,has become a new growth engine for the rural economy.In 2022,the Central Government’s No.1 document proposed that efforts shall be devoted to developing rural leisure and tourism,formulating plans for the upgrading of rural leisure and tourism,and focusing on supporting the direct participation of farmers in the construction of rural leisure and tourism projects.In recent years,with the strong support of the province and city,rural tourism in Boshan District,Zibo City,Shandong Province,has achieved leapfrog development.Although cross-province and crosscountry tourism is not possible most of the time under the gloom of the COVID-19 epidemic pneumonia,objectively speaking,the development of rural tourism in Boshan District,which is mainly short-distance tourism,has also been given certain market opportunities.According to statistics from the Zibo Bureau of Statistics,during the lull in the COVID-19 Pneumonia epidemic,the degree and speed of recovery of rural tourism in the Boshan District was much higher than that of the same period in Shandong Province and Zibo City.However,the development of rural tourism in Boshan District still suffers from a series of unfavorable factors.Many tourists are not highly satisfied with the overall rural tourism in Boshan District,and there is also a gap between the current situation of rural tourism development in Boshan District and the requirements of tourists for a high quality of life.Therefore,it is of great importance to study the problems of rural tourism development in Boshan District on the basis of tourists’ satisfaction and make corresponding suggestions to improve the tourability value of rural tourism in Boshan District and even Zibo city promote the development of rural tourism.In this paper,first of all,the background,purpose and significance of the study were introduced,relevant literature on rural tourism and tourist satisfaction at home and abroad were reviewed,and the research content and research methods were specified.The theoretical basis of rural tourism was defined,Secondly,the background of the development of rural tourism in Boshan District was explained,and its development was also basically analysed.Furthermore,a survey questionnaire based on tourist satisfaction was designed and a comprehensive evaluation of the tourist satisfaction of rural tourism in Boshan District was conducted,according to the relationship elements of "food,housing,transportation,travel,shopping,and entertainment",7 secondary evaluation indicators and 30 tertiary evaluation indicators of environment,transportation,diet,accommodation,entertainment,infrastructure,and services are constructed.A comprehensive evaluation was made on the tourist satisfaction of rural tourism in Boshan District,and the overall satisfaction score was 3.769,which was between average and relatively satisfactory,and was inclined to satisfaction..Finally,the current problems in the development of rural tourism in Boshan District based on the perspective of visitor satisfaction were clarified,and suggestions for countermeasures based on the development problems were put forward.It is concluded in this study that,firstly,the rural tourism in Boshan District has been developed for a long time,and a diversified and mature business model has been formed,which has also been recognised by national,provincial and municipal honours,and the development trend is more optimistic.Secondly,the overall evaluation of visitors to the various rural tourism scenic spots in Boshan District is also rather high.On the basis of a sample of tourists surveyed by questionnaire,it can be indicated that the attitude towards rural tourism in Boshan District tends to be more satisfactory.Among them,tourists are most satisfied with the tourism resources and food in Boshan District’s rural tourism,and less satisfied with its transportation and entertainment segments.Thirdly,the rural tourism in Boshan District generally suffers from serious homogenization of projects,inadequate transport conditions,insufficient project richness,weak policy support,single means of introducing talents and insufficient publicity.Therefore,it is necessary to explore the connotation of cultural characteristics,improve the traffic service system,perfect the infrastructure construction,improve the richness of recreational facilities,increase policy support,innovate the way to attract talents and enrich the means of publicity in order to drive the overall leapfrog development of rural tourism in Boshan District,and achieve "tourist satisfaction-scenic area development-tourist satisfaction again" virtuous cycle.