A Study On The Development Of Hainan Village Homestay Based On The Consumer Satisfaction

The advance of agricultural supply side reform has promoted the integration of agriculture and tourism,and gradually formed a new industrial model,namely "the integration of new agriculture and tourism" which giving birth to rural homestay.The development of rural homestay industry can increase the added value of agriculture improve agricultural income,stimulate the vitality of traditional villages and hollow villages to achieve the revitalization of rural Hainan.Hainan is rich in rural resources,unique ethnic customs,beautiful fields and strong regional culture,so Hainan has great potential to develop rural homestay.As the research and development level of rural home stay facilities in Hainan is still in its infancy,there is still a big gap in providing products and services to meet the needs of consumers,and consumer satisfaction needs to be improved.This paper studies the main factors influencing the Hainan rural consumer satisfaction of a home stay facility,takting coiresponding countermeasures to improve rural home stay facility management,and provide higher quality products and services to better meet the multi-level needs of consumers and improve the satisfaction of consumer,so as to improve the market competitiveness of Hainan rural home stay facility.This study used three months to collect data from 124 rural homestays in 18 cities and counties in Hainan province.On the basis of the understanding of relevant research results,customer satisfaction,service quality,marketing theory and combined with the development of Hainan rural home stay facility industry,the paper established the customer satisfaction evaluation system,environmental landscape,namely,the system is divided into four categories,basic conditions,quality of service and resource characteristics,then use the paper classify questionnaire data to determine the indicators,and use the analysis of evaluation indicators,correlation analysis,regression analysis and IPA analysis investigate customer satisfaction in Hainan rural home stay facilityFinally,on the basis of analyzing the influencing factors of consumer satisfaction of Hainan rural home stay facility,this paper proposes countermeasures from three aspects of product development,marketing and service quality for external reference.