Research On The Relationship Between Tourists Perceived Value,Satisfaction And Behavior Intention Of Rural Tourism Products In Yiyuan County

Rural tourism,as an emerging tourism mode in the tourism industry that takes rural natural scenery and cultural landscapes as attractions,and is based on agricultural production,is a new and important growth point in the development of our country’s tourism industry.In recent years,relying on resource advantages and market demand,focusing on creating a model of Qilu for rural revitalization,combined with the construction of beautiful rural areas and major improvements in the urban and rural environment,Yiyuan County has vigorously developed in rural tourism.Based on the development status and research data of rural tourism in Yiyuan County,using the theory of customer perception value,sustainable development theory and other related research theoretical foundations,and using literature method,interview method,questionnaire survey,and method of quantitative analysis to analyze the relationship between tourists’ perceived value and tourist satisfaction and behavioral intention.Through analysis,it is found that tourist resource value,product value,service value,social value are all significantly positively related to tourist satisfaction and behavioral intention.Cost value has no significant impact on tourist satisfaction and behavioral intention.Tourist satisfaction partially mediates the relationship between 5 dimensions of tourist perceived value and behavioral intention.Therefore,improving the tourist resources value,product value,service value and social value will help to improve the satisfaction of rural tourism products in Yiyuan County and form a positive behavior intention.Based on the above research and analysis and the principle of sustainable development,the thesis puts forward countermeasures for product optimization and promotion from four aspects: resource value,product value,service value and social value.