A Survey Study on the Satisfaction of Rural Tourists in Nanchong City, Sichuan Province

This study employs field survey methods to investigate the satisfaction of tourists visiting rural areas in Nanchong City. After conducting reliability and validity tests on the collected data, the results showed that the questionnaire data met the standards for reliability and structural fit. The hypotheses set earlier were then verified, finding that individual differences among tourists have a certain impact on tourist satisfaction. Furthermore, the positive effect of perceived value on tourist satisfaction was also validated. Therefore, the factors affecting tourist satisfaction mainly stem from the inadequacies in the tourism development of Nanchong City, including the need for optimization of infrastructure and environment, relatively small development scale, single development mode, and the need for improvement in service levels.