Factors Affecting Tourist Satisfaction with Rural Tourism: A Case Study of Xiaomei Village in Hainan, China

Abstract

Since the reform and opening up, China’s rural tourism, as a new development model of agricultural and rural modernization, has become a new engine of economic growth in rural areas.  As the direct payers of the tourism economy, the consumption tendency of tourists tend to directly affect the development of local rural tourism. This study aimed to investigate the tourist satisfaction of Xiaomei Village which is the one of the famous rural tourist destinations. Through the collection of documents, this study grasped the current status of research on local rural tourism development, studied the relevant concepts of tourist satisfaction measurement and conducted a measurement analysis. This study carried out a questionnaire survey, a total of 450 people were surveyed. According to the data collected, the study conducted 4 aspects of analysis, namely, basic information of the respondents, the reliability, descriptive analysis and regression analysis. The study found that personal conditions, tourist destination and social factors all affect tourist satisfaction. This study proposes that Xiaomei Village should provide tourism products according to the needs revealed by the tourist satisfaction survey in the process of rural tourism development.