Rural Tourism Visitors Perceived Value

Since the 1990s, rural tourism with the motivation of close to nature, has been spreading rapidly in China, along with the booming economy and urbanization. Rural tourism accords with the current of diversity of tourism demand, and meets the desire of good natural environment. However, the conflict of increasing demand and primary tourism product results in original consumption, and the information asymmetry between the supply and demand sides of tourism is the main cause.Based on a systematic review of rural tourism theory and practice, the concept and types of rural tourism are newly defined, with the "suburban farmhouse holiday" as the study object. By consulting with 22 tourism experts and field survey in two villages in Zhejiang province focusing on TPV (tourist perceived value), statistic analyses with SPSS tools, embracing Data Reduction of Factor, One-Way ANOVA and Linear Regression, are conducted and indicate that the TPV in rural tourism concentrate on recreation & service, country environment, capital construction, perceived cost and resource trait. These five aspects are comprised of 21 ingredients, including nature sight, traffic, food & beverage, living appliance, and so on. In succession, the internal relationship between TPV & trigger events and the structural mode about subsequent influence of TPV are educed.Through IPA (importance-performance analysis) and Compared-Sample T Test, the identification of the above TPVs shows the importance sequence in a descend order: resource trait, country environment, capital construction, perceived cost and recreation & service. The study result indicates that rural tourism proprietor should pay more attention to the capital construction and country environment, and need to an improvement on the room & board sanitation, holistic circumstance, folk-custom, fire control & medical treatment and service, etc especially, thus step up the whole level of rural tourism.