Collecting data through questionnaire surveys and conducting a structural equation model,this paper ex-plores the relationship between perceptions of village,quality and value,and tourists'satisfaction and loyalty.The re-sults indicate that tourists'satisfaction and loyalty are influenced positively by quality perception and by value percep-tion to some extent.The impact of rural perception on tourists'satisfaction and loyalty is not so significant and the in-fluence of tourists'satisfaction on loyalty is quite obvious.Based on these findings,suggestions for the optimization and development of rural tourism in Luanchuan County are proposed:future exploring rural characteristic culture,di-versifying development models,improing infraustructure construction and intensifying staff management,etc.
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