Research on the Influencing Factors and Path of Rural Tourism Transformation and Upgrading from the Perspective of Supply and Demand

This paper aims to introduce the research on the influencing factors and paths of the transformation and upgrading of rural tourism from the perspective of supply and demand. First, from the perspective of demand side, the influencing factors of tourist satisfaction in rural tourism in China are identified. The structural equation model is used to empirically test the mechanism of influencing factors and tourist satisfaction. The results show that all factors have a positive impact on tourist satisfaction, among which product quality and product structure have a greater impact on tourist satisfaction. Aiming at the factors influencing the transformation and upgrading of rural tourism based on the demand-side analysis, the research on the transformation and upgrading path of the supply-side of rural tourism is carried out. This paper believes that the transformation and upgrading of rural tourism should start with rural tourism products, put the optimization of product quality in the first place, and take the diversified market demands into account. While realizing the hierarchy and diversification of tourism product structure, it provides tourists with more personalized tourism products. The development of tourism products should be based on the premise of not destroying the ecological environment, strengthening environmental protection and promoting garbage classification. In terms of infrastructure construction, first of all, it is necessary to ensure convenient transportation, and at the same time, the development and construction of infrastructure should fully consider the needs of tourism reception. In terms of rural tourism service supply, it is necessary to improve the tourism service management system, improve service quality, and ensure that service personnel can quickly respond to tourists' needs and have a professional and decent service attitude