Analysis of Factors that Tourists Attach Importance to Rural Tourism Image——Taking Rural Tourism in Ningde Region as Example

Abstract

Rural tourism was formed with traditional characteristics of the countryside industry naturally. It combined with human ecology, production, and ecological environment. In order to prepare the image of the future shape of rural tourism strategy in Ningde regions. This study classified visitors' importance of image of rural tourism into 6 categories: "leisure recreation", "improving knowledge", "service facilities", "modern function", "childhood in the countryside", and "rich theme activities" by using factor analysis and structured questionnaires to a random sample survey for the visitors over 15 years old. The major result was summarized as follows: the research shows that there are significant differences in tourists' views on the importance of rural tourism image at all levels, and the most importance image of visitors to rural tourism was "service facilities".