Analysis Of Rural Tourism IPA In Wuyuan County Based On Tourist Satisfaction

With the continuous promotion of rural revitalization strategy in recent years,rural tourism in China has developed rapidly and synchronously.Industrial prosperity can effectively promote rural revitalization and sustainable development.Compared to other industries,rural tourism has a strong correlation and can effectively drive the development of other related industries in rural areas.It is an important way to achieve employment of rural surplus labor and increase rural residents’ income.With the rapid development of society,the demand for tourists is becoming increasingly diversified.As the fundamental factor in the development of rural tourism,tourist satisfaction is an important indicator to measure the development of rural tourism in a region,playing a crucial role in the development of rural tourism;Improving tourist satisfaction is the key to increasing the number of tourists and the rate of repeat visits.Therefore,it is of great significance for the development of rural tourism in Wuyuan County and guarantees the high-quality development of rural tourism in Wuyuan County.Due to its unique geographical environment,Wuyuan County has been rated as a national 3A tourist attraction and a national cultural ecology protection area by virtue of "Wuyuan Culture and Ecological Tourism Area".The rich tourism resources within the county provide unique conditions for Wuyuan County to carry out rural tourism.Wuyuan County has a beautiful ecological environment,unique local culture,strong local atmosphere,and obvious transportation advantages.This article takes Wuyuan County as the research object and takes tourist satisfaction as the starting point for research.Through sorting out relevant literature on rural tourism and customer satisfaction,a tourist satisfaction evaluation index system for Wuyuan County’s rural tourism has been established,with a total of 7 secondary indicators and 20 tertiary indicators established.A total of 276 valid questionnaires were obtained through on-site research.Then,a sample descriptive analysis was conducted on the data to obtain the demographic and travel characteristics of rural tourism tourists.Finally,the importance and satisfaction of each indicator were ranked through mean analysis,and the evaluation results were summarized and analyzed using the evaluation factor IPA analysis method.Research has found that during the process of rural tourism in Wuyuan County,tourists’ expectations for the style and characteristics of accommodation facilities,rural style and characteristics,richness of entertainment projects,characteristics of entertainment projects,service levels and attitudes are higher than the actual experience of tourists.The overall satisfaction of tourists with Wuyuan County is average.Propose targeted countermeasures to address the above issues.The development of rural tourism in Wuyuan County should play a leading role of the government and standardize the creation of characteristic homestays;Deepen rural regional culture and establish the brand image of Wuyuan County;Diversified tourism products and rich entertainment content;Enhance management level and improve service quality.