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In recent years, the rural tourism, with the theme to return to the countryside andnature, has been developing rapidly in the whole country. It has becomeunprecedentedly prosperous under the drive of government, society and market. Butat the same time, many problems in terms of service quality appeared and they mainlyconcentrated in the transportation, facilities, services and business philosophy, etc.,these problems will directly influence tourists’ satisfaction, if tourists’ satisfaction islow,the number of tourists will decrease.customers is the foundation of the ruraltourist destination relies for survival and development, the number of visitors directlyinfluences the sustainable development of rural tourism, marketable products and highquality of service, can be satisfied with tourists travel demand, improve touristsatisfaction and loyalty, thus bring a steady stream of visitors, improve themanagement benefit of rural tourism.This paper introduces the theory of customer satisfaction to the study of ruraltourism. Under the premise of having summarized the related theory and practice aswell as the related research results about customer satisfaction theory, the ruraltourism tourist satisfaction index model and also the evaluation index system of ruraltourism of tourists’ satisfaction by means of interview and expert grading are built inthis paper.This paper holds the view that tourist satisfaction evaluation from the fiveaspects (including32indicators). The five aspects mainly focus on the tourismdestination image, tourists’ satisfaction about rural tourism factors, tourists’perception of tourism destination, tourists’ loyalty for tourism destination, tourists’complaints in the process and tourist’s overall satisfaction. Taking the rural tourismattractions in Changsha city as an example, this paper analyzes the present conditionsof tourists’ satisfaction in the Changsha city towards rural tourism by means of theAnalytic Hierarchy Process (AHP), Descriptive Statistics, Fuzzy ComprehensiveEvaluation, and Quartile Diagram Method,concludes that rural toursim service gualityin Changsha city as the “general”,and thus puts forward some strategies to promotethe rural tourism service quality. Such as making full use of the government’s leadingrole, improving the rural tourism management system, strengthening tourismpersonnel training, enhancing the rural tourism service, attaching importance to theadvertising and promotion, strengthening the network marketing, improving the benefit distribution mechanism and residents’ enthusiasm in participating in ruraltourism, excavating village culture, highlighting the characteristics of rural tourismproducts, paying attention to environmental protection and promoting the sustainabledevelopment of rural tourism.
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