Optimization Research On Tourists’ Satisfaction With Agricultural And Sideline Products Shopping In Xiaoyang Village,taizhou Under The Background Of Agricultural-tourism Integration

An important component of developing the tourism economy and the key to enhancing the positive impact of tourism on the economic development of destinations is the shopping of tourism agricultural and sideline products.This has become an important component of the tourism supply chain.Rural tourism is gradually emerging,and the demand for agricultural and sideline products in destinations is gradually increasing,forming a major trend of agricultural tourism integration.Empirical research shows that the issue of satisfaction with tourism shopping has attracted much attention from the academic community.Despite a large number of regional studies,research on satisfaction with specific tourism products is relatively scarce.Each type of tourism product has its unique characteristics,and overall satisfaction cannot fully explain the problems of specific products,so more research work is needed.In response to this background,this article selects agricultural and sideline products from Xiaoyang Village as the research object,and uses a mixed research method to analyze the influencing factors of tourist shopping satisfaction.After collecting 326 questionnaire samples,the study was conducted using data analysis tools to understand the satisfaction status of tourists in Xiaoyang Village with agricultural and sideline product shopping.The research results indicate that the factors that affect shopping satisfaction include four items: external environment,internal environment,product characteristics,and supporting services,as well as 25 evaluation factors.Tourists have shown strong interest in the agricultural and sideline products of Xiaoyang Village,paying special attention to regional,commemorative,and food safety issues,while also valuing product prices and packaging.Overall,the satisfaction of tourists in Xiaoyang Village with shopping is at a "basic satisfaction" level,with satisfaction from the external and internal environment being higher than satisfaction from supporting services and product characteristics.Through the IPA "Importance Satisfaction" analysis,identified projects that need improvement,continued maintenance,priority improvement,and maintenance of the status quo.Finally,based on the above analysis,the author proposes four countermeasures,including innovative product design to meet different market demands,collaborative development of brand marketing and internet platforms,and exploring cultural elements to enhance the tourist experience.These measures will help improve the satisfaction of tourists in Xiaoyang Village with shopping for agricultural and sideline products,and provide useful suggestions for rural tourism in Taizhou and Jiangsu.Finally,based on the above analysis,the author proposes five specific countermeasures to enhance the satisfaction level of tourists in Xiaoyang Village with agricultural and sideline product shopping.By using the IPA "Importance Satisfaction" analysis method,it has identified projects that need to be urgently improved,continued to be maintained,prioritized for improvement,and maintained the current situation.This provides useful suggestions for improving the shopping satisfaction of agricultural and sideline products in rural tourism in Taizhou and even the entire Jiangsu region.