A Study On The Satisfaction Of Rural Tourists In Huangshan Town Of Zhuji City

As a new type of industrial form and consumption form,rural tourism can promote tourists'multiple consumption in rural areas and internal consumption in rural areas,and promote local economic development,which is an important measure to realize the revitalization of rural industry.The source of tourists is the basis of the survival and development of rural tourism.The number and satisfaction evaluation of tourists directly affect the sustainable development of rural tourism.Appropriate rural tourism products and high service quality can meet the needs of tourists,improve the satisfaction and loyalty of tourists,and increase the operating efficiency of rural tourism.In order to promote the development of rural tourism in Huangshan Town,find new growth points of local economy and promote the integration of urban and rural development.Based on the interview results of villagers,village cadres and town cadres in Huangshan Town,and the questionnaire survey results of 148 rural tourists in Huangshan Town,this paper uses statistical description and logit model to analyze the factors that affect the evaluation of local tourists' satisfaction.The main conclusions are as follows:From the perspective of the current situation and existing problems of rural tourism development in Huangshan Town,Huangshan Town has both landscape resources and cultural resources,good combination of natural scenery,rich cultural attractions,rich folk culture,and various types of agricultural picking parks.In 2018,the total number of tourists received is 38000,the direct business income is 3.5 million yuan,and the tourist shopping income is 190000 yuan.Rural tourism has become a new growth point of the economic development of Huangshan Town.According to the interview results,the following problems still exist in rural tourism in Huangshan Town:(1)The rural tourism system is not perfect,lack of systematic planning,and tourists can't experience intensively;(2)the level of rural tourism products is low,lack of features,and lack of attraction to tourists;(3)the infrastructure of Huangshan Town is backward,which affects tourists' tourism experience;(4)the tourism service system of Huangshan Town is not perfect.and tourists' tourism experience is not good;(5)the brand promotion and marketing is not enough,low visibility of tourist attractions,less choice of tourists.According to the investigation and analysis of the characteristics of the rural tourists in Huangshan Town,the age of the tourists who come to Huangshan Town is mainly 20-40 years old,the male tourists are relatively more,the proportion of high school,undergraduate and above accounts for 72%,the majority of the tourists are married,the main source of tourists is Zhuji City,and the rural tourist attractions in Huangshan Town mainly attract the staff of the company The most entrance is between 3000-5000 yuan.48%of tourists travel more than 5 times a year,mainly by self-driving;most tourists visit two scenic spots in Huangshan Town,staying for one day,and will not choose to stay overnight,with a daily consumption range of 200-300 yuan.The main purpose of tourists in Huangshan Town is to relax their mood,relieve their pressure,and then enjoy the scenery and touch the nature.According to the survey data,the most favorite tourist attraction in Huangshan Town is picking experience,with a proportion of 49%.The most attractive tourist attraction is fresh air.According to the analysis of tourist satisfaction of rural tourism in Huangshan Town,the tourist satisfaction of rural tourism in Huangshan Town is higher,and the proportion of choosing satisfaction is 73%.According to the types of scenic spots,tourists are the most satisfied with picking scenic spots,up to 72%,and the least dissatisfied with cultural scenic spots.More than 50%of the tourists said they would like to visit Huangshan again,and only 13%of the tourists explicitly said they would not like to visit Huangshan again.Through cross analysis and chi square test,the paper further analyzes the factors affecting the rural tourism satisfaction in Huangshan Town,and finds that gender,education,occupation,monthly income and the number of trips per year may be the main factors affecting the rural tourism satisfaction in Huangshan Town.From the analysis of the influencing factors of the satisfaction of rural tourists in Huangshan Town,gender and education level have a significant impact on the satisfaction of tourists at the level of 1%;tourists who travel 3-4 times a year have a significant impact on the satisfaction of rural tourist attractions in Huangshan Town at the level of 1%;the richness of tourist attractions has a significant impact on the satisfaction of tourists at the level of 5%,and the series of tourist attractions The degree has a significant impact on the satisfaction of tourists at the significance level of 10%,the shopping convenience of scenic spots is significant at the significance level of 5%,and the parking lot of scenic spots has a significant impact on the satisfaction of tourists at the significance level of 10%;in addition,reasonable tourism fees also have a positive effect on the satisfaction,and significant at the level of 5%.Based on the above research results,this paper proposes:(1)system planning top-level design,in-depth promotion of the "rural Huangshan" strategy;(2)mining Huangshan Town's characteristic tourism products,creating its own cultural connotation;(3)strengthening the regional tourism planning within the town,enhancing the degree of scenic spot connection;(4)improving Huangshan Town's tourism service system,improving tourists' satisfaction;(5)enhancing Huangshan Town marketing promotion,improve the visibility of rural tourist attractions;(6)according to the needs of tourists,develop personalized customized rural tourism activities.