Study On Tourist Satisfaction Measurement Of Rural Tourism Destination

Since the 1990s, rural tourism with the motivation of returning to nature has beendeveloping rapidly in China. Under the promotion of the government, the market, the society andso on, rural tourism has achieved unprecedented prosperity. Moreover, the construction of ruraltourism destinations goes ahead like a raging fire. But a variety of contradictions arise behind thedevelopment of rural tourism. One of the core conflicts is that the demand of tourists and supplyof tourism destinations are badly out of line, and directly influencing the degree of touristsatisfaction. Therefore, the strategy with demand as guidance must be worked out so as topromote sound development of rural tourism destinations.Based on this, the thesis introduces customer satisfaction theory into the rural tourismdestination research. With the systematic review of tourism theory and practice and the customersatisfaction theory, the thesis redefines the concepts and types of rural tourism and rural tourismdestination, and conducts the basic research on the measurement of customer satisfaction withrural tourism destination. More importantly, index of the measurement of customer satisfactionwith rural tourism is determined, and it passes the substantial test and receives modification.The study concludes that the tourist satisfaction with rural tourism destination concentrateson the destination environment, the internal traveling support system, the external travelingsupport system, traveling attraction, catering service and traveling service. These six aspects arecomprised of 25 ingredients. Taking Gaochun Old Street in Nanjing as the study case, byapplying demographic statistics analysis, description analysis, relevant analysis, IPA analysis,the thesis summarizes the problems of the rural tourism destination construction anddevelopment. Based upon this, the development strategies are worked out for the construction ofrural tourism destination, such as setting up a conception of integrated product quality,strengthening environment hygiene construction, laying emphasis on the exploitation ofcharacteristic attractions, improving quality of service, consolidating and developing customers,and finally proposing guarantee measures.