Differentiation Of Tourism Motivations,Activity Preferences And Satisfaction Among Rural Tourists In Chengdu City

Rural tourism is currently experiencing a period of market demand orientation.The rural tourism industry has begun to focus on scientific planning and market segmentation.While there are numerous studies on the motivations of rural tourists,further exploration is required to understand their preferences in terms of activities and consumption.Chengdu,as the birthplace of Agritainment,has a clear and experienced development of rural tourism,making it a typical case.To better understand the differences in tourists’ preferences of tourism activities and consumption,generate more meaningful ideas for tourism products that cater to the needs of tourists on the development of rural tourism in Chengdu.Through textual analysis,questionnaire survey and statistical analysis,the differences in rural tourists’ motivation,activity preferences and satisfaction were explored.The findings were as follows:Firstly,There are four types of tourism motivation among Chengdu rural tourists: relaxation,relationship interaction,cultural practice and sightseeing.There are also12 types of preferences for tourism activities: check-in,recreation,relief,tea,food,outdoor,party,family,farming,shopping,cultural and nature.Secondly,There are differences in the activity preferences of rural tourists with different motivations.Specifically,those under relaxation motivation prefer recreation,tea and relief activities;those under relationship interaction motivation prefer family and party activities;those under sightseeing motivation prefer nature,check-in and shopping activities;and those under cultural practice motivation prefer food,outdoor,farming and cultural activities.Thirdly,Chengdu rural tourists have lowest satisfaction on price of tourism.Fourthly,There are differences in the consumption levels of tourists in different rural tourism activities: Those who prefer relief,party and nature activities are in low level;those who prefer outdoor and family activities are in medium level;those who prefer tea,recreation and food activities are in medium to high level;and those who prefer cultural,shopping,check-in and farming activities are in high level.In-depth analysis of the results of the differences in motivation,activities and satisfaction of rural tourists in Chengdu suggests three aspects for the rural tourism development: 1.Meet tourist preferences and enable the differential development of rural tourism in Chengdu;2.Optimize the design of tourism activities to improve the satisfaction of rural tourism in Chengdu;3.Optimize the consumption structure of rural tourism in Chengdu and improve the willingness to spend of tourists.