This study uses the rural tourist motivation scale to measure the motivations, expectations, and satisfaction of nearly 200 rural tourists in five areas of Hainan, China by importance-Performance Analysis (IPA) and fa...This study uses the rural tourist motivation scale to measure the motivations, expectations, and satisfaction of nearly 200 rural tourists in five areas of Hainan, China by importance-Performance Analysis (IPA) and factor analysis. The results show that the main motivation for participating in rural tourism is to be close to nature, improve family rela-tionship and relaxation. Tourists are highly satisfied with the landscape and pastoral views as well as the friendliness of the local people and hotels. The results also show that the sample people most care about easy parking and reasonable prices, and they expect ethnic festivals and farm life experiences. Besides the environment, facilities, recreational activities and psychological experience of rural tourism, the overall satisfaction is high. The results of this study can be used by local government leaders as well as the tourism industry to devise ways to promote and improve rural tourism.展开更多
基金This paper is supported by the Natural Science Foundation of Hainan Province of China(Grant No.80526,80688)Foundation of Hainan Educational Committee(Grant No.HJ200618).
文摘This study uses the rural tourist motivation scale to measure the motivations, expectations, and satisfaction of nearly 200 rural tourists in five areas of Hainan, China by importance-Performance Analysis (IPA) and factor analysis. The results show that the main motivation for participating in rural tourism is to be close to nature, improve family rela-tionship and relaxation. Tourists are highly satisfied with the landscape and pastoral views as well as the friendliness of the local people and hotels. The results also show that the sample people most care about easy parking and reasonable prices, and they expect ethnic festivals and farm life experiences. Besides the environment, facilities, recreational activities and psychological experience of rural tourism, the overall satisfaction is high. The results of this study can be used by local government leaders as well as the tourism industry to devise ways to promote and improve rural tourism.
