Research On The Evaluation And Improvement Strategy Of Rural Tourism Attractiveness In Feixian

With the gradual development of rural tourism,developing the rural tourism has become a powerful means of enhancing the construction,getting rid of poverty and revitalizing the economy of rural areas.By strengthening the evaluation of the attractiveness of rural tourism,not only can the potential of rural tourism be explored more scientifically and objectively,but also the problems of rural tourism can be improved effectively and the development layout of rural tourism can be focused on.On the premise of studying relevant literature at home and abroad,based on tourist perception theory,sustainable development theory and push and pull theory,this paper evaluates the rural tourism attraction of Feixian through questionnaire survey,analytic hierarchy process and fuzzy comprehensive evaluation method,and puts forward strategies for improvement.First of all,by adopting the questionnaire survey method,and distributing questionnaires to tourists who have experienced the rural tourism in Feixian,468 pieces of tourist information and tourist evaluation were gethered.Descriptive statistical analysis was conducted on tourist information,and reliability test,validity test,difference analysis and correlation analysis were conducted on the questionnaire information.Then,a rural tourism attraction evaluation system of Feixian,which is in accordance with the current situation and development of rural tourism in Feixian,is established,including five secondary indexes,tourism resources,tourism conditions,accessibility,tourism loyalty,tourism perception and 20 tertiary indexes.Combined with the expert scoring method,AHP is used to obtain the weight of each evaluation index,and the weight value of each evaluation index is analyzed and sorted.What’s more,the fuzzy comprehensive evaluation method is used to calculate the score of the total index and the secondary evaluation index.Finally,combined with the score and questionnaire information,this paper puts forward some upgrade strategies to enhance the attractiveness of rural tourism in Feixian from four aspects: establishing brand system,increasing marketing means,improving infrastructure and developing key towns.The main conclusions of this paper are as follows: The index system of rural tourism attractiveness evaluation in Feixian was established,and the index weight ranking was obtained.The index with the first important part,that is,the index with the weight value greater than 0.1,was natural landscape and historical culture.The indexes ranked in the second important part,that is,the indexes with the weight value between 0.05 and 0.1,are infrastructure,beauty degree,idyllic scenery,traffic conditions and entertainment projects.The remaining 13 indexes are in the third important part.The comprehensive score of rural tourism attraction of Feixian is 4.2535,and the overall evaluation is high.Among them,the comprehensive score of tourism resources evaluation is the highest,which is4.3357,indicating that the rural tourism resources of Feixian are rich and should be further developed and utilized.The comprehensive score of tourism conditions evaluation was the lowest,4.1076,indicating that the improvement of tourism conditions should be emphasized.By investigating the attraction of rural tourism in Feixian,this paper obtains the evaluation of tourists on rural tourism in Feixian,understands the advantages and disadvantages of rural tourism in Feixian,and provides the data basis for the key development direction of rural tourism in Feixian.At the same time,it fills the field of county-level rural tourism survey,enriches the evaluation system of rural tourism attraction,and provides a reference for rural tourism survey in similar areas.