Research On Improving The Quality And Efficiency Of Rural Tourism From The Perspective Of Tourism Experience

Rural tourism provides tourists with the opportunity to understand the countryside,experience farm life,pursue simple folk customs and customs,create a leisurely and comfortable lifestyle and a quiet and peaceful living atmosphere that is completely different from the city,provide tourists with entertainment experience,educational experience and aesthetic experience,its products are gradually developing in the direction of diversification,integration and personalization.With its romantic waterline,rich fisherman’s customs,colorful coral and unique homestay experience,Nanji Village deeply attracts tourists to embrace the stars and the sea,experience poetry and distance,so that more tourists can retain nostalgia,remember the nostalgia and taste the charm of the village.However,due to the lack of infrastructure,few experience consumption items,and insufficient development of tourism products,Nanji Village needs to enrich tourists’ play experiences.This paper takes Nanji Village as the research object,based on the theory of experience economy,and through literature research,field survey and questionnaire quantitative analysis,studies the development of rural tourism in Nanji Village and its improvement in quality and efficiency from the perspective of tourism experience.Through questionnaire data collection and field visits,24 tourist experience and perception items such as natural resources,rural cultural heritage,sightseeing activities,service facilities,reception service quality,access to information channels are summarized.Descriptive analysis,reliability and validity analysis and factor analysis were carried out with SPSS statistical software to master the basic characteristics of tourists,their behaviors,their cognition of Nanji Village and their overall view of the Antarctic Village,etc.,so as to provide data support for finding out the problems existing in the tourist experience and high-quality development of Nanji Village.According to the analysis results,poor transportation accessibility,tourism product system to be improved,infrastructure construction to be improved,insufficient overall planning,brand awareness to be established and tourism service level to be improved will affect the satisfaction of tourists’ experience,and ultimately restrict the quality and efficiency of rural tourism in Nanji Village.Based on the above analysis,from the perspective of tourism experience,this paper proposes countermeasures to improve the quality and efficiency of rural tourism in Nanji Village: First,establish a diversified transportation system;Second,strengthen the development of tourism products;Third,improve infrastructure construction;Fourth,strengthen the overall planning;Fifth,strengthen the construction of tourism brands;Sixth,improve the level of tourism services.