Yibin Anshi Village Based On Tourist Satisfaction Analysis Of Rural Tourism Development

Rural tourism is a form of tourism that is both traditional and novel.Based on its form in recent years,a larger amount of people are choosing to take a rural tour during weekends.Rural tourism is an important way to improve rural economic income,drive employment of rural population,improve rural social undertakings,promote common development of urban and rural areas,realize rural revitalization strategy.In recent years,the government of Yibin City has been vigorously developing rural tourism in accordance with the national call.In this article,the research object,An Shi Village in Cuiping District,Yibin City,is built by the government,village collectives and social investors through a professional operation company,and the results of the construction of any form of tourism are ultimately tested by tourists,and tourists’ satisfaction is an important criterion to measure its success.In this paper,we find out the degree of tourists’ perceptions in the "four-party construction" model of An Shi Village through a survey of tourists’ satisfaction in tourist destinations,and then use it as a basis for improvement.Through the analysis of tourist satisfaction in rural tourism in Anshi village we can provide a model for the improvement of tourist satisfaction in rural tourism in other places,which has theoretical and practical significance for the development mode of rural tourism in the whole Yibin area.In this paper,we used ASEB analysis to understand the strengths and weaknesses,opportunities and adjustments of rural tourism in the village of An Shi,Yibin,in terms of activity,environment,experience and income.We also selected the indicators of tourists’ satisfaction from the six elements of tourism,and used in-depth interviews and questionnaires to obtain the data of tourists’ satisfaction and processed the data with SPSS mathematical analysis software,and drew an IPA quadrant diagram according to the data results to analyze the relationship between the actual perception and expectation of tourists’ rural tourism in Anshicun Village,Yibin.The study found that Anshi Village rural tourism can quickly integrate land and capital resources under the "four-party construction" model,and build the overall rural hardware facilities and landscape construction in a relatively short period of time,but there are many problems in the subsequent operation and management.Through questionnaires,surveys,and interviews with tourists,we got real and effective feedback about the rural tourism in An Shi Village.The specific problems of Anshi Village are mainly focused on uneven development of infrastructure,which affects branding;insufficient diversification of tourism products,which lacks core competitiveness;inaccurate market positioning,which leads to loss of tourists;poor brand promotion ability and single marketing model;lagging management level and lack of professional talents;lack of assessment mechanism for the operation company,which hinders brand development.In view of the above reflected problems,this paper,combined with the actual situation,puts forward targeted improvement suggestions for rural tourism improvement under the "four-party co-construction" model in Anshi Village.