Research On Tourist Satisfaction In Rural Tourism Based On IPA Analysis

The development of rural tourism is an effective way to revitalize rural areas,enabling villagers to gain tangible benefits and ensuring the sustainability and vitality of rural tourism,which should be our key research topic.The satisfaction of tourists is a comprehensive psychological evaluation that reflects the degree to which the natural environment,facilities,landscapes,and services of rural tourism destinations meet the needs of tourists.As an important indicator for measuring tourism services,tourist satisfaction can intuitively reflect the current development status and existing problems of rural tourism.Therefore,effectively improving the satisfaction of rural tourism tourists is the key to ensuring the vitality of rural tourism.On the basis of sorting out the characteristics of rural tourism resources,this study reviews literature on rural tourism and tourist satisfaction,and uses the IPA method to analyze the satisfaction of rural tourism tourists in Zhongliao Village,Sanya.The following conclusions are drawn: firstly,through a survey on the overall satisfaction,willingness to revisit,and willingness to recommend of rural tourism tourists in Zhongliao Village,it is found that tourists have an overall satisfaction with rural tourism in Zhongliao Village The willingness to revisit and recommend is relatively high.Secondly,through IPA analysis,the first quadrant is the advantage improvement area,which includes 7 factors such as the cleanliness of the scenic area’s environment and the aesthetics of the scenic area;The second quadrant is to strive to maintain four factors,including the comfort of the scenic area and the cultural landscape characteristics of the scenic area;The third quadrant is the secondary improvement area,including 9factors such as traffic conditions and wireless network signals in the scenic area;The fourth quadrant is the key improvement area,which includes five factors:the cultural connotation of the scenic area,the representativeness of local rural cultural characteristics,and the cultural inheritance of the scenic area.Thirdly,it was discovered that rural tourism in Zhongliao Village,Sanya mainly faces problems such as a lack of distinctive tourism products and insufficient attractiveness of tourism products;Suggestions for rural tourism in Zhongliao Village,Sanya are proposed to deeply explore Li culture and enrich rural cultural experiences with unique characteristics.