Research On Residents' Satisfaction With The Development Of Tourism In Rural Tourism Destinations

With the rapid development of social industry in China,the development of tourism is heating up.Practice shows that the development of rural tourism is the great significance to local economy,social culture and environment.As an organic part of rural tourism,the residents in tourism destinations are also the direct beneficiaries of rural tourism development.They can provide human and cultural support for rural tourism.Their attitude to develop rural tourism determines the planning,development and construction of local tourism.Therefore,how to improve local residents' satisfaction in rural tourism destinations is the focus of this paper.In June 1995,the State Council approved the establishment of Sheshan National Tourist Resort.Since then,Sheshan Town has officially started the planned construction.Sheshan Town has environmental advantages of green ecology and rich tourism resources.After years of development,Sheshan Town's tourism industry has made some achievements,which marks Sheshan Town's attention to tourism industry and determination to develop tourism industry.This paper adopts the research methodof individual interview and questionnaire survey,taking Sheshan Town in the Strategy of Rural Revitalization for example,and carries out the investigation and research on residents' satisfaction in rural tourism destinations.First of all,through literature review and exploratory interview,this paper collects the factors that affect residents' satisfaction in local tourism destinations,in order to build a satisfaction model,and collects relevant data through individual interviews and questionnaires.Then the data were analyzed by demographic variables,reliability and validity,to obtain the reliable and valid data.Further,this paper uses factor analysis to analyze 37 indicators in 5 categories,including "economy","environment","society and culture","government support" and "overall satisfaction",and to get the four factors that affect the overall satisfaction are: economy,environment,society and culture,government support.Secondly,this paper uses correlation analysis,difference analysis and regression analysis to obtain the above four influencing factors have significant positive correlation with overall satisfaction,and the weight of influencing factors.Thirdly,combined with the local situation of Sheshan Town,this paper further uses regression analysis to carry out quantitative research and expounds the current situation of rural tourism development in various influencing factors;at the same time,according to the weight of the influencing factors,the paper uses descriptive analysis to study the problems and reasons that affect the residents' satisfaction of Sheshan town.Finally,the paper puts forward some strategies for local governments to improve residents' satisfaction in rural tourism destinations.The government should promote the social and cultural construction,protect the rights and interests of residents,increase the economic income of residents,and beautify the living environment of residents in four aspects to improve residents' satisfaction.19th CPC National Congress put forward the implementation of the rural revitalization strategy of major historical tasks,which brings not only opportunities but also challenges to the tourism industry all over the country.Therefore,the purpose of this paper is to study the influencing factors of residents' satisfaction in Sheshan tourism destination,and put forward effective system construction and policysuggestions for Sheshan Town and other local governments to improve residents' satisfaction through combing and analyzing the influencing factors,so as to realize the sustainable development of rural tourism and further take the road of Socialist Rural Revitalization with Chinese characteristics,and strive to build a green and ecological modern new countryside.