In view of the multiple problems such as scarce tourists,poor follow-up environmental management and maintenance and serious homogeneity of most rural tourism in our country,based on the foundation of environmental behavior psychology and combined with the cultural elements of eastern Shandong coastal area,the analytic hierarchy process(AHP)was used to construct the POE evaluation index system of rural tourism in eastern Shandong coastal area from three aspects of environmental perception,psychological perception and behavior perception.Five coastal tourism demonstration villages above provincial level in Shandong province were evaluated from 17 indicators.The evaluation results revealed the advantages and disadvantages of each village in three aspects of environmental perception elements,psychological perception elements and behavior perception elements.In view of the shortcomings,it is proposed to improve the comprehensive environment of coastal rural areas,pay attention to the psychological experience of tourists and pay attention to the integration of coastal rural resources and other optimization strategies.
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