Research On Rural Households' Satisfaction With Income Based On IPA Model

With the continuous improvement of people's living standard,China's tourism industry has developed rapidly in recent years.As one of the new tourism forms in the tourism industry,rural tourism attracts more and more urban residents to go into the countryside,get close to nature and experience folk culture.China's current rural tourism industry is still in the early stage of development,rural tourism practitioners' low professional quality,imperfect management system,lack of relevant laws and regulations,and other problems,rural tourism has a negative impact on rural tourism areas to alleviate poverty.Therefore,it is necessary to actively explore the development path of rural tourism and analyze the factors affecting farmers' income,so as to better play the role of rural tourism in increasing local farmers' income.This paper studies the main factors influencing rural tourism on farmers' income,and explores the impact of rural tourism on their income from the perspective of farmers' cognition,which is of practical significance to the improvement and increase of farmers' families in rural tourism areas,and at the same time provides some references for the development of other rural tourism destinations in China.Based on the perspective of household satisfaction,this paper USES IPA analysis method to study the household satisfaction on income and its influencing factors in rural tourism destinations.Through the literature research method,the author summarizes and analyzes the relevant literature and theories at home and abroad,and tries to construct the evaluation system of the income satisfaction of rural tourism farmers.Through field visits,using the method of depth interview to 18 hole village farmers and rural tourist destination of tourism management related experts interview,to fix and determine the rural tourist destination farmers income satisfaction evaluation system,including natural scenery,safety facilities,geographical location,customs,the special policy,transportation convenience degree,year-end bonus,rental income,wages,prices for agricultural products,benefits,pay taxes and fees to pay these twelve big indicators.Conducted a questionnaire survey to collect the relevant data and information,using SPSS17.0 data analysis software of descriptive statistics analysis,letter,validity of the data analysis and paired sample T test,on this basis,constructs a model of IPA and divided into four quadrants,highlights the various indicators in the gap between reality and expectations,to identify the negative factors that affect farmers' income and needs to focus on improving the indicators.Based on the above research,this paper puts forward the countermeasures and Suggestions to increase the income of rural tourism farmers,and expounds the research prospect.According to the empirical study of this paper,it can be concluded that the development of rural tourism plays a certain role in promoting the development ofregional rural economy and the increase of farmers' income.Among the factors that affect farmers' income satisfaction,the performance and importance of natural scenery,convenient transportation and special policies are all very high,which shows that their influence is very significant,and the difference between their performance in reality and farmers' expectation is small.On the contrary,geographical location and wage income are the factors that lead to the biggest gap between actual performance and expectation,which are the key parts that need to be improved in the development of rural tourism.The importance and performance of the four factors of rental income,security payment,year-end dividend and tax payment are relatively low,which are the follow-up conditions for the development of rural tourism.Safety facilities,prices of agricultural products and folk activities are of low importance but high performance,indicating that although they are not the most important factors for farmers,they have played a positive role in the improvement of farmers' income in the development of rural tourism.It can be concluded that rural tourism can improve the income level of farmers.Natural scenery and folk culture are the cornerstone of rural tourism farmers income;Government support for rural tourism areas to provide a guarantee for farmers income.Based on the above conclusions,the author puts forward the countermeasures and Suggestions for rural tourism farmers to increase their income.Improve rural tourism infrastructure construction to provide a material basis for rural household income;Improve rural tourism policy and system to provide system guarantee for farmers' income;We will promote the combination of rural tourism,literature and tourism,and expand the channels for rural households to increase their income.