Study On Rural Tourism Satisfaction And Its Influence Factors Based On Tourist Experience

Since entering the 21st century,China’s economy has developed rapidly and people’s income level has been continuously improved.With the continuous development of urbanization,more and more people want to leave the noise and pollution in the city,use the holidays to return to nature,enjoy different agricultural culture,enjoy safer and green food and feel the slow-paced lifestyle in the countryside.Rural tourism came into being.As a new type of business emerging,rural tourism focuses on "agriculture,rural areas and farmers" and the unique local style of rural areas,so that people can enjoy real rural life,so as to promote the integrated development of primary,secondary and tertiary industries in rural areas.Based on the rural tourism of Jiajiazhuang in Fenyang City,Shanxi Province,this study summarizes the research status at home and abroad,theoretically expounds the rural tourism and its related concepts,combs the development status of Jiajiazhuang in Fenyang City,analyzes the problems in the rural tourism of Jiajiazhuang in Fenyang City in combination with the questionnaire survey,and uses the ordered logit model to analyze the tourists’ cognition and satisfaction perception of the current situation of Jiajiazhuang rural tourism.Through research and analysis,it is found that the factors affecting tourist satisfaction include the public praise of the scenic spot,the cultural heritage of the scenic spot,catering health and safety,service conditions,natural landscape,catering types,commodity prices,parking services in the scenic spot,infrastructure,etc.The development of Jiajiazhuang rural tourism scenic spot should not abandon the basics,but improve the low-level needs of tourists.On the basis of ensuring the low-level needs of tourists,improve the construction of scenic spots to meet the higher-level needs of tourists.According to the research conclusion,the corresponding countermeasures are put forward: improve the reputation of scenic spots and establish relevant tourism brands;Strengthen the construction of facilities and enhance the depth of scenic spot experience;Strengthen health supervision and promote the trust of tourists;Excavate different products to improve tourists’ choice;Strengthen the cultural heritage,improve the competitiveness of scenic spots,and make rural tourism in Jiajiazhuang,Fenyang City better and more sustainable.