Research On The Improvement Of Sanya Rural Tourism Service Quality Based On The Tourists' Perception

Rural tourism is an important way to revitalize rural economy,optimize industrial structure and solve the employment problem of rural population in China.However,with the rapid development of rural tourism nowadays,there are some problems were found,such as poor traffic conditions,unreasonable layout of scenic spots,incomplete infrastructure,poor sanitation conditions,low quality of employees,and hidden dangers in the safety of entertainment facilities.It is imperative to realize the sustainable development of rural tourism and improve the service quality of rural tourism.This paper integrates tourists' perception into the evaluation of Sanya's rural tourism service quality,and adopts the methods of literature analysis,questionnaire survey and structural equation to complete the research.Firstly,the relevant theories of rural tourism,the theory of service quality evaluation,the theory of tourists' satisfaction,the theory of tourists' loyalty and the related scholars' research are studied through literature analysis,which lays a foundation for the construction of the index system.Secondly,the theoretical hypothesis model of this paper is established and the data collection is completed by questionnaire survey method.Then the reliability and validity of the data are tested by SPSS software and the structural equation model is established by AMOS software to carry out confirmatory factor analysis and theoretical hypothesis test,as well as the revision and rationality verification of the causal model.Finally,it comes to the conclusion that the rural quality has a significant positive impact on guaranteeing,empathy has a significant positive impact on guaranteeing,guaranteeing has a significant positive impact on tourists' satisfaction,and tourists' satisfaction has a significant positive impact on tourists' loyalty.Based on the above conclusions and survey data,this paper puts forward some strategies to improve the rural tourism service quality of Sanya,such as enhancing tourists' rural sense,ensuring sense and empathy sense.