Research On Experience Perception Of Rural Tourism Consumers Under The Background Of Rural Revitalization Strategy

The report of the 19 th National Congress of the CPC put forward the rural revitalization strategy,and the report to the 20 th National Congress of the CPC emphasized comprehensively promoting rural revitalization and developing industries with rural characteristics.As one of the important means to promote rural revitalization,the development of rural tourism has received more and more attention.At present,rural tourism in China has developed and prospered,and various types and themes of rural tourism have been formed,which has played an important role in attracting farmers to return home,accelerating farmers’ income,and promoting rural poverty alleviation.Because China’s rural tourism development time is relatively short,there are different construction levels,service quality and operation levels in various rural tourism destinations.The development level of rural tourism can not meet the different needs of tourists,resulting in some tourists unwilling to carry out rural tourism activities again.This study selected rural tourism consumers of Sichuan province as the research object,in the perspective of rural tourism consumer experience perception,established the theoretical model of "rural tourism experience perception-satisfaction-revisit intention ",aims to explore the influence factors of rural tourism experience perception,as well as rural tourism experience perception,satisfaction and revisit intention and the relationship between mechanism.This paper comprehensively uses literature research method,network text analysis method,mathematical statistics method and other methods to carry out empirical research.Based on the three-level coding and questionnaire scale of grounded theory,the rural tourism experience perception is divided into five dimensions: service quality experience perception,infrastructure experience perception,emotional experience perception,aesthetic experience perception,cultural and scientific experience perception.The data were collected by online questionnaire and analyzed by SPSS and Amos software.The empirical results show that the five dimensions have significant positive effects on revisit intention and satisfaction;Satisfaction has a significant positive effect on revisit intention;These five dimensions have significant positive effects on revisit intention through the mediating effect of satisfaction;Permanent residence "countryside" has a moderating effect on the relationship between the four dimensions of "infrastructure,emotion,aesthetics,culture and science" experience and satisfaction.Based on the above conclusions,combined with the existing problems in the development of rural tourism in Sichuan Province reflected by the online comments,suggestions are put forward to improve service quality,strengthen infrastructure construction,and design experience activities with local folk cultural characteristics,which provide possible new ideas for improving the willingness of rural tourism tourists to revisit,and have certain guiding significance for the development of rural tourism destinations.