EXPLORING THE DESIGN STRATEGY FROM THE RELATION BETWEEN SERVICESCAPE AND TOURIST EXPERIENCES IN RURAL TOURISM

Abstract

This study examines the influence of landscape and servicescape on rural tourism in Zhejiang, China. According to the daily tourist behaviour, we studied western Zhejiang's tourism servicescapes and drew a landscape analysis map. Tourist interviews and questionnaires followed. Preliminary tests defined the final questionnaire and scale. Tourists visiting rural in western Zhejiang provided 263 valid responses. The main subject design, environmental atmosphere, and social and humanistic aspects were then identified by factor and correlation analysis. Perception, reaction, emotion, and reflection influenced tourists' experiences. The servicescape significantly correlates with tourist experience, and according to correlation analysis, all variables significantly correlated with each other. Therefore, design has a profound and continuous effect on tourist experience and influences tourists' reflection and future life. Accordingly, further research should consider including design strategy.