Research On The Supply-side Reform Of Hunan Rural Tourism Based On Tourist Satisfaction

With the development of economy,rural tourism is more and more popular with the the people,develop rural tourism will be helpful to promote rural industrial structure upgrading,meet the needs of people's better life,and it's an important way to implement the strategy of rural vitalization,nearly five years' No.1 central document continuous pushing on rural tourism illustrates the country's emphasis.Hunan is rich in rural tourism resources,but there are many problems in rural tourism,such as unreasonable supply structure,serious homogeneity of rural tourism products,single structure,low-level service and management,imperfect facilities and equipment,etc.The supply-side reform proposed in 2015 has provided new opportunities for Hunan rural tourism's development.Analyse the current situation of Hunan's rural tourism,and research the rural tourism in Hunan from the perspective of supply-side reform based on tourists' satisfaction,are meaningful for improve the effective supply of rural tourism in Hunan,improve the quality of supply,adjust the supply structure and make up for the shortage of supply.Based on the humanistic principle,sustainable development theory,experiencing economic theory,the theory of supply and demand,etc.,give a rural tourism supply index system.Using Delphi method to improve the index system,using factor analysis to correct the index system,finally constructed an rural tourism supply index system,including four criteria layers,nine elements layers and 40 indices.Based on the index system,choose three different development stages rural tourism destinations in hunan as examples,like Shaoshan,Jinggang ancient town and Liuyang Xixi Hakka town,were selected as for field research.By sort out the survey data,analyzed the basic information and demands of rural tourism tourists,using fuzzy comprehensive evaluation to calculate the survey data,then obtained three evaluation results of rural tourism destinations.Combined with the fuzzy comprehensive evaluation score and the analysis of tourists' demand,the contradiction between supply and demand in Hunan rural tourism mainly exists in three aspects: attraction,local management and infrastructure supply.Based on the analysis of contradiction between supply and demand,it is proposed to improve the tourism supply level of Hunan rural areas from three aspects: strengthening the characteristics of attracting goods,strengthening local management and improving infrastructure.First,we must continue to explore potential characteristics and give play to the existing advantages of existing resources;develop experiential tourism,increase the construction of characteristic homestays;scientifically and rationally plan rural development in rural tourism areas,and accelerate the upgrading of rural tourism.Second,we must develop digital rural tourism,strengthen the construction of employees and market supervision,promote the construction of peaceful rural areas,and build a harmonious and stable rural environment suitable for tourism development.Third,we must optimize the tourist routes,improve the traffic conditions in the villages and towns,ensure the smoothness of the "last mile",beautify the destination living environment,create the most beautiful and livable villages,and increase the attractiveness of tourists.