An Empirical Study on the Satisfaction of Rural Leisure Tourism Tourists Based on IPA Method

Abstract

In recent years, under the background of the national development strategy of rural revitalization, rural tourism has become a new way of tourism. With the upsurge of rural tourism, there has also been a wave of "homestay fever" across the country. Country house tourism is a personalized rural tourism method that has emerged with the development of our country's tourism industry in recent years. However, in the context of the surge in the number of homestays in rural tourism destinations, homogeneous competition, simple replication, low-price competition, and other quality development problems have become increasingly prominent. In order to realize the high-quality development of country houses and meet the differentiated needs of customers, it is necessary to explore the dimensions of tourists' perceived value of country houses from the perspective of tourists, to study the gap between tourists' expectations and actual perceptions, and from the perspective of tourists' value perception to make suggestions for improvement. This paper takes the theory of customer perceived value as the theoretical basis, and on the basis of referring to the relevant literature, combined with the actual situation of the homestay in Luci Village, to construct an index system of the perceived value of tourists in the country house. Use IPA (Importance-Performance Analysis) to identify the difference between the actual performance and expected importance of tourists' perceived value, use questionnaires and statistical software to analyze the difference in guest satisfaction and importance, and put forward key improvement goals to improve the quality of homestay development in the future. The effectiveness of the method proposed in this paper is verified through the case of a country house in Luci Village, Tonglu County.