基于游客满意度的乡村旅游服务质量提升策略分析-analysis of rural tourism service quality promotion strategy based on tourists satisfaction.docxVIP

AbstractIn recent years , the rural tourism, with the theme to return to the countryside and nature, has been developing rapidly in the whole country. It has become unprecedentedly prosperous under the drive of government, society and market. But at the same time, many problems in terms of service quality appeared and they mainly concentrated in the transportation, facilities, services and business philosophy, etc., these problems will directly influence tourists’ satisfaction, if tourists’ satisfaction is low,the number of tourists will decrease.customers is the foundation of the rural tourist destination relies for survival and development, the number of visitors directly influences the sustainable development of rural tourism, marketable products and high quality of service, can be satisfied with tourists travel demand, improve tourist satisfaction and loyalty, thus bring a steady stream of visitors, improve the management benefit of rural tourism.This paper introduces the theory of customer satisfaction to the study of rural tourism. Under the premise of having summarized the related theory and practice as well as the related research results about customer satisfaction theory, the rural tourism tourist satisfaction index model and also the evaluation index system of rural tourism of tourists satisfaction by means of interview and expert grading are built in this paper.This paper holds the view that tourist satisfaction evaluation from the five aspects (including 32 indicators). The five aspects mainly focus on the tourism destination image, tourists’ satisfaction about rural tourism factors, tourists perception of tourism destination, tourists’ loyalty for tourism destination, tourists’ complaints in the process and tourists overall satisfaction. Taking the rural tourism attractions in Changsha city as an example, this paper analyzes the present conditions of tourists satisfaction in the Changsha city towards rural tourism by means of the Analytic Hierarchy Pro