Research On The Influence Of Nostalgia On Rural Tourism Satisfaction

With the acceleration of urbanization,people's material life has been improved as never before,but the spiritual level has been lost and nostalgic.The improvement of material and the loss of inner spirit make people recall the past,and nostalgia has been integrated into the construction of social and cultural landscapes.The rural revitalization strategy is an important decision-making arrangement made by the 19 th National Congress.Since its introduction in October 2017,it has received much attention.Rural tourism is an important engine for rural revitalization.With the advent of the era of emotional consumption,rural tourism should grasp the nostalgic sentiment of tourists deeper,and the research on nostalgia of tourists is in the ascendant.From the nostalgic point of view,we pay attention to the emotional appeals and inner expectations of tourists,study the influence of nostalgia on the satisfaction of rural tourists,contribute to the new urbanization and beautiful rural construction,and promote the construction of rural ecological civilization to achieve the purpose of revitalizing the countryside.In this study,the relevant literatures were first classified,and the domestic and international research status related to rural tourism and nostalgic emotions and satisfaction were summarized.According to the previous studies,the definition of nostalgia and the changes of content,the nostalgia,rural tourism and the related concepts of satisfaction in tourism provide a theoretical basis for the study of tourism nostalgia.Then,combined with qualitative and quantitative analysis,the nostalgic sentiment of tourists is investigated through the analysis and questionnaire survey of rural tourism network travel records.Through statistical analysis,the effect of tourism nostalgia on satisfaction is verified.The main conclusions are as follows:(1)The connotation and characteristics of nostalgia in rural tourism: it can be divided into two types,namely,personal nostalgia and historical nostalgia.The former is nostalgia for tourists to the scenes,events,etc.directly experienced in the rural areas,and the latter is an indirect nostalgia that has not been experienced.(2)Nostalgia has a significant positive impact on rural tourism satisfaction.By constructing a structural equation model,it is confirmed that the higher the nostalgia tendency of tourists to the countryside,the higher the overall satisfaction.(3)Positive nostalgic emotions have a significant positive impact on tourism satisfaction.Finally,based on the research results,from the nostalgic perspective,it is proposed that rural tourism sites should pay attention to the nostalgic atmosphere,highlight the nostalgic culturalcharacteristics,and strengthen the countermeasures of nostalgia and emotional marketing.