Study On The Evaluation Of Tourists’ Satisfaction In Mountainous Rural Tourism

Rural tourism originated in the 1990 s, started late an d developed slowly. Restrict the rapid development and expa nsion of rural tourism. Affect the satisfaction of tourists and development.Meanwhile,the tourists’ perception,expectat ions,attitudes and values are changing, people’s environmen tal awareness is increasing. The requirements for the touri sm environment, quality of service, traffic conditions, inf rastructure and services are becoming more and more high.It is a major test to obtain the tourist satisfaction and e xpand the tourist destination through public reputation, at tracting more tourists to participate in the rural tourism industry. The rural tourism industry needs to improve thems elves and guide the self-perfection theories and methods.Reference data shows that customer satisfaction measuremen t technology is mature, applying in domestic and foreign re lated to fields instead of mountainous rural tourism. Revie wing the domestic and foreign related research results, mai nly about the research status of rural tourism and satisfac tion related theory, and study on the evaluation of rural t ourism satisfaction. The paper constructs the evaluation in dex system of three levels of rural tourism destination, which is composed of 3 items and 11 indexes about Qiyun hill,orange sea resort and Mulan farm tourist satisfaction. Acco rding to the descriptive statistics analysis, factor analys is, correlation analysis and summarizes influencing factors of Chenxi county rural tourists’ satisfaction. the mean v alue of tourists’ satisfaction is 4.0 in a direction board and accommodation. But as to service staff attitude and co mplaint handling efficiency,they are just 2.8、2.5.It show s that the quality of service staff is poor and they aren’t well trained. Establish evaluation index system and put fo rward optimal model of rural tourism destination of tourist s over all satisfaction. Make measures to improve service q uality and level, perfect supporting facilities, protect r ural ecological environment and play a role in the precisio n of poverty alleviation. Put forward prospect about self-p erfection and the rapid development of rural tourism.