| In 2023,the No.1 document of the Central Government proposed to "comprehensively promote the revitalization of the countryside",implement the cultural industry-empowered rural revitalization plan,implement the rural leisure tourism boutique project,and promote the quality upgrade of rural B&Bs,and rural tourism has become an important grasp of rural revitalization.In order to respond to the national rural policy guidelines,promote the upgrading of tourism industry and meet the changes in market demand,the National Development and Reform Commission and the Ministry of Culture and Tourism,based on the "Thirteenth Five-Year" Tourism Development Plan and the "Guidance of the State Council on Promoting the Revitalization of Rural Industries",requested the establishment of a national rural tourism key village directory in July 2019,May 2020 and October 20,2010.Four batches of national rural tourism key villages will be announced in July 2019,May 2020,August 2021 and December2022.The national rural tourism key villages are the "business cards" and models of rural tourism development in provinces and cities,and are the centralized demonstration of the development level and service quality of regional rural tourism.As an important measure of rural tourism development level and service quality,tourist satisfaction is the lifeline of rural tourism development in tourist areas.The development of rural tourism in Jilin Province started relatively late,and there are still problems such as imperfect infrastructure,low service level and weak brand influence in rural tourism,which need to be improved.It is of great theoretical and practical significance to promote the sustainable development of rural tourism in Jilin Province by taking the national rural tourism key villages as the research objects and proposing corresponding development strategies from the demand side.This paper firstly compares the theories and researches related to rural tourism and tourists’ satisfaction at home and abroad,builds a rural tourism satisfaction measurement system on this basis,and takes four key villages(Friendship Village,Manjiang Village,Jindalai Village and Handun Village)in Jilin Province as case sites to measure their tourists’ satisfaction.The results show that: the four key villages differ significantly in terms of food,accommodation and excursions;tourist satisfaction is significantly and positively related to food,accommodation,transportation,excursions,shopping and entertainment;and factors such as accommodation,transportation,excursions and entertainment have significant effects on overall tourist satisfaction.The above analysis shows that,as the "business card" and model of rural tourism development in Jilin Province,the above four key villages of national rural tourism generally have imperfect hardware facilities,uneven software services,loss of "rusticity",serious homogenization,low level of integration of agricultural tourism,low regional characteristics,and low demand side.In addition,the regional characteristics are not distinct,and the demand side is not stimulated enough,and the economic pull effect of rural tourism is not significant.In response to the above problems,we propose to improve the relevant infrastructure and strengthen the hard power of tourism in key villages;improve the service quality of employees and enhance the soft power of rural tourism;create tourism products with rural characteristics based on the countryside;dig deeper into rural culture and develop special cultural tourism products;develop rural night tourism projects to extend the stay of tourists and other development strategies. |
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