A Research on Rural Tourism Satisfaction Based on Tourists' Experience: Take Shihan Village in Hainan as an Example

Abstract

From the perspective of tourist experience, this study takes the tourists of Shihan Village in Qiongzhong city, Hainan Province as the research object, and constructs the tourist satisfaction model of experiential rural tourism based on ACSI model. This study analyzes the factors affecting the satisfaction of experiential rural tourism through three dimensions of experience quality, ecological experience and perceived value. The empirical research was conducted by questionnaire survey. The results show that: (1) Among many factors, the perceived value of rural tourism has the most significant positive correlation with tourist satisfaction, and the "value for money" of rural consumption has the greatest impact on tourist satisfaction. (2) Tourists pay more attention to the traditional labor experience of farmers and the experience of original ecological folklore, which is also the two major experience projects that rural tourism in Shihan Village should focus on. (3) The traffic conditions of rural tourism are the most concerned factors for tourists. The development of rural tourism in Hainan should attach importance to the improvement of transportation and tourism infrastructure.