Study On Rural Tourism Area’s Experience Product Optimization Strategies Based On Tourist Satisfaction

In the context of vigorous experience economy development, along with the continuous development of rural tourism, rural tourism tourists’demand are changing with each passing day, and new tourism products continue to emerge, so that tourists have more right to choose. They are no longer satisfied in "superficial" like traditional sightseeing tourism, in this case, the demand of experience rural tourism products for a variety of tourists is a general trend. So this paper adopts the needs of tourists though field research, proposes the rural tourism experience product optimization strategies based on the promotion of tourist satisfaction.This paper firstly analyzes the current situation of rural tourism development, puts forward the necessity of studying tourist satisfaction under the fierce competitive tourism market environment, combines with the status quo of rapid experience economy development and Sanming rural tourism development, clarifies the theoretical and practical significance, purposes and methods of this study. Secondly, reviews and summarizes the relevant concept of rural tourism, tourists satisfaction, tourism experience, and tourism product by analyzing the collected systematic literature, clears the connection among tourist satisfaction, tourism experience and tourist expectations, on this basis, this paper has proposed theoretical model, and identified 23 tourist experience factors, which is then grouped into five common factors, namely:environmental experience, facilities experience, activities experience, service experience and emotional experience, and thus has devised this study questionnaire. The paper makes empirical analysis by using the questionnaires on Moon Bay-Sanming Hakka Cultural Park, uses SPSS21.0 analysis software to make descriptive analysis in order to obtain the basic personal information of tourists, uses the reliability analysis to check consistency and stability of the results of the questionnaire, uses the factor analysis to confirm the final index satisfaction survey, uses the T-test and ANOVA analysis to detect the impact of individual characteristics of tourists to the perception of tourism experience, makes use of the IPA analysis to link visitor expectation with tourist satisfaction, then divides the 23 travel experience project into 4 projects continue to maintain the project, supply over the project, focused on low-priority project and improvement project. Finally, on the basis of these 4 projects, the paper proposes rural tourism area’s experience product optimization strategies in order to enhance tourist experience satisfaction.This paper argues that rural tourism experience product optimization strategies which are based on the visitors experience satisfaction oriented include reasonable positioning Moon Bay rural tourism market, creating natural and human harmony ecological rural tourism environment experience, adding features experience, designing rich activities experience, designing the high-quality, standardized, user-friendly service experience and creating a unique rural tourism emotional experience for individual.