A Research On The Influencing Factors Of Tourist Satisfaction In Rural Tourism

Rural tourism is not only a key part of the tourism structure,but also an effective way to optimize the industrial structure and promote the rural economy,and it's an important method for farmers to get rid of poverty and expend the income.However,with the rapid development of rural tourism,a lot of problems arose.For example,the tourism projects become simple and homogeneous,insufficient construction of basic supporting facilities,the sanitation conditions are substandard,the level of service and reception is unable to meet the requirements,the management is confused and so on.Therefore,it's a should be noticed key point that how to make the rural tourism step into the track of scientific programming,efficient management,distinct dominant position.Based on above,this study is based on the comparison of the focal points of Chinese and foreign scholars in the field of rural tourism,regarding tourist satisfaction as the starting point to evaluate the advantages and disadvantages of rural tourism and to improve the quality.Then,through the empirical research and analysis of the influencing factors of satisfaction,the niche targeting and constructive development suggestions are put forward.The following is the research route of this paper:first of all,based on a systematic review to the previous scholars' articles,this study defined the concept of rural tourism,and puts forward the characteristics,which served as a foundation for the construction of index system.Secondly,the influencing factors of tourist satisfaction were summarized by analyzing and combing the structural models of customer satisfaction and tourist satisfaction.The theoretical model and index system of the influencing factors of rural tourist satisfaction were constructed,according to the expectation-difference theory,perceptual performance theory,customer comprehensive satisfaction theory and characteristics of rural tourism,at the same time,the research hypotheses were then proposed.Then,the index system was revised by empirical research,and 570 valid sample data were collected through field and network research according to the design of questionnaire.Finally,the rationality of the hypothesis and the theoretical model was verified with the structural equation model analysis method.There are two main aspects of the research results and academic contributions in this paper.On one hand,the paper preliminarily constructed the index system of the rural tourism tourist satisfaction evaluation index system through the literature analysis and the root theory,carried on the empirical research to revise the index system then.The index system provided a reference for the later scholars to study the relative study of the rural tourism tourist satisfaction.On the other hand,the results of this study suggested that the satisfaction of rural tourists was affected by various factors.Tourists'perception and evaluation of rural characteristics,tourism reception and activities,services,transportation,environment and so on may directly affect their satisfaction.What's more,whether or not of tourists' satisfaction was indirectly determined by comparison with the cost of money.These indicated that perceived quality may not only directly affect satisfaction,but also affect satisfaction through perceived value of tourists.In addition,findings indicated that tourists' expectation was an important factorinfluencing satisfaction.Tourist expectation can not only directly affect satisfaction,but also affect satisfaction by acting on perceived value.The impact of tourist expectation on perceived value and satisfaction is negative.Based on the results of the empirical study,suggestions on the development of rural tourism were put forward.Firstly,improving the quality of supply elements,including the quality of tourism products,service quality,the environment and the quality of basic facilities;Secondly,improving the quality of marketing,including optimizing marketing strategies and making reasonable prices.The innovations of this study are as follows:Innovation of research perspective;Constructing and proving the evaluation model and evaluation index system of the influencing factors of rural tourist satisfaction.The innovation of the structural model and the index system provides a reference for the future scholars to study the satisfaction of tourist tourists in rural areas.