Empirical analysis of tourist satisfaction of leisure farms: evidence from Qing Jing Farms, Taiwan

AbstractTourist satisfaction is an important factor in improving the operating efficiency of leisure farms, which is of great significance in improving the service quality and management level of tourist destinations. In this paper, a Questionnaire survey was adopted to investigate the satisfaction degree of tourists to the products and services of Qingjing Farm and to verify the index system. It is one of the most widely used and important research methods. We discussed the satisfaction difference of tourists on various influencing factors of Qingjing Farm. The results show: (1) leisure farms provide tourists with popular tourism products with universal applicability. (2) Tourists of Qingjing Farm have a high degree of satisfaction with leisure farm resources, ticket prices and services. Leisure farms can improve the service level by increasing the richness and safety of tourists’ experience activities. (3) Tourists generally believe that the commodity price in scenic spot is high. The product is relatively simple and requires innovation. Most tourists think that the ticket price is reasonable. In the end, we clarified which aspects are worth learning from and which need to be improved in operation management. The research has certain enlightenment and reference significance for the development of Chinese rural tourism.