THE IMPACT OF THE AGRITOURISM SERVICE MANAGEMENT TOWARD THE SATISFACTION OF FOREIGN TOURISTS IN YUNNAN PROVINCE, CHINA

Abstract

Abstract—This research aims to identify the current agritourism service management in Yunnan Province, China, and examine its impact on foreign tourists' satisfaction. It surveyed twenty-five cities and selected five locations from five cities through sample selection by raffle, and 400 questionnaires were used to collect data from four tourists from five different places and cities in Yunnan Province, China. Data analysis included descriptive statistics such as frequency, percentage, mean, and standard deviation, as well as inferential statistics such as multiple regression analysis. This study examined tourist satisfaction in five famous tourist areas in China. The findings demonstrated that technology may enhance autonomy, security, and automated service possibilities. The study discovered that Service design thinking and customer service have a significant impact on foreign tourists' satisfaction in Yunnan Province, China, with empathy, tangibles, and responsiveness contributing to this relationship. Service design thinking and customer service have a substantial impact on the satisfaction of international tourists in Yunnan Province, China. According to the findings, space preservation and agritourism services such as road signs and meeting point services are important variables that contribute to international tourists' pleasure when visiting the region. To attract and satisfy international tourists, tourism enterprises should prioritize the preservation of natural places and provide agritourism services. Enterprises in Yunnan Province should prioritize customer service and create better experiences for international visitors to improve satisfaction and promote tourism revenue.