A Study on the Tourist Satisfaction of Rural Tourism Destination Based on Structural Equation Model
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Abstract
This paper mainly studies the impact of perceived quality on tourist satisfaction in rural tourism destinations. Perceived quality and perceived value perspective, and from the visitors to Guangxi Ming Shi rural scenic area as an example, on the basis of literature analysis to participate in the Ming Shi rural scenic spot after the rural tourism of the questionnaire survey to 642 visitors to build rural tourism destination tourist satisfaction hypothesis model, using the structural equation model analysis to test the model.
This study found that: (1) The perceived quality of tourists in rural tourism has a significant positive impact on the perceived value of tourists; (2) The basic reception quality and support system quality of tourists' perceived quality have a significant positive impact on satisfaction, while characteristics experience quality has no effect on satisfaction; (3) The emotional value and functional value of tourists' perceived value have a significant positive impact on tourist satisfaction, while social value has no effect on tourist satisfaction; (4) Tourist involvement has a significant impact on emotional. There is a significant positive moderating effect among value, functional value and tourist satisfaction. Combined with the analysis of the above research results, the article puts forward suggestions and measures to improve the satisfaction of tourists in rural tourism destinations.
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