The Study On TQM Of Rural Tourism Destination And Its Benefits

The benefits of rural tourism to destination are not only related with the tourism resources and planning, but also with the quality of rural tourism destination management. Theoretically, the study explains the effectiveness of Total Quality Management (TQM) on rural tourism destination and then constructs the framework of benefit-based rural tourism destination management. Under the theoretical framework, the questionnaires are designed based on the basic contents of rural tourism destination TQM and rural tourism benefits. Empirically the surveys are conducted in Anyi ancient villages in Jiangxi Province as the case analysis. Based on the data from survey, Descriptive Statistics, Bivariate and One-Way ANOVA are shown by SPSS17.0 analysis while the research also draws some conclusions based on the data from the interviews on site. Both qualitative and qualitative analyses are used so as to display reality of the study objects.The results show that there are positive correlations between rural tourism destination TQM and its benefits, especially the correlation with the social benefit. It is also found that the ecologic benefit of rural tourism destination is better than the social and economical benefits. The results tell that the quality of the management of Anyi ancient villages is at the normal level, especially in the aspect of community participation and that the local people are not satisfied with the rural tourism because of unfair allocation of the benefits. Therefore how to solve the conflicts among stakeholders of rural tourism is critical.Through theoretical and empirical analyses, the study concludes that the application of TQM to rural tourism destination is conducive to the achievement of the economic, social and ecological benefits, which may be references for how to achieve the benefits through management in rural tourism destination.