Research On Strategies For Improving Service Quality Of Rural Tourism Based On Tourists' Perception

Since the reform and opening up,China's rural tourism has ushered in a good opportunity for development.With the development of China's economy and the rise of residents' personal disposable income,the overall tourism industry has obtained an excellent development atmosphere.With the advancement of the modernization process,the increasing pressure of urban residents' life and the increasing demand for leisure and relaxation,rural tourism,with its characteristics of returning to the countryside and being close to nature,has immediately become a popular field,and rural tourist attractions around the country are attracting more and more tourists.Behind the phenomenon of such rapid development,the service uality of rural tourism in Leshan has been a lot of problems,tourists have expressed varying degrees of dissatisfaction with the uality of service personnel,landscape Settings,sanitary conditions,transportation and so on.Service is not a concrete concept,tourists usually only according to their own personal experience,public praise to understand the level of service in the tourist destination.Therefore,when tourists make purchase and consumption decisions,the satisfaction of other tourists to the tourist destination becomes an important factor.Only by continuously providing higher uality services and creating high-uality tourism can the tourist destination form a virtuous circle and get more customers.Therefore,in this context,it is very necessary to study the strategy of improving the service uality of rural tourism in LeshanThis paper mainly takes Leshan city of Sichuan province as a sample,and takes the sampling of farmhouse music as the research subject.In the research,the author integrates the perceived value of tourists and builds the conceptual model of this paper on the basis of the theory of perceived value.The rural tourist destination tourist satisfaction indicators for samples,and the results were analyzed,and the promotion of Leshan rural tourism service uality to provide a practical reference value opinion and strategy,Leshan for rural tourism development and theory research of their power and ideas,promote Leshan rural tourism resources use efficiency,ensure the Leshan rural tourism experience of tourists get promoted.Based on the concept of rural tourism,and the theory of perceived value as the foundation,make a research hypothesis,combined with the classical SERVPERF service uality evaluation model,build package tangibility,reliability,responsiveness,empathy,assurance of the five basic dimensions of service uality evaluation index system,on the basis of the characteristic dimension of the rural tourism rural,so as to establish a Leshan rural tourism service uality evaluation index system,further data collection and analysis,finally from the analysis of the uestionnaire survey results to verify this hypothesis,and find out the problems of leshan rural tourism service uality,The corresponding promotion strategy is given according to the problem.