Optimal Customer Satisfaction in Rural Travelling Decision-Making based on Logistic Regression Model

ABSTRACT

With the economic development and the improvement of residents' income level, China’s tourism industry is now entering into a new historical period. In this paper, we construct an empirical analysis model about urban residents’ rural travelling decision-making, and then analyze influential factors mechanism by using logistic regression model. Based on the analysis of rural travelling decision-making behaviors, the result shows that the variables as disposable income, discretionary time of urban residents, infrastructure, traffic condition, tourism culture and tourism environment are significantly affecting rural travel decision-making, which is at 10% significant level; meanwhile, other variables as environmental quality, policy and media publicity is not obvious.

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