THE INFLUENCE OF SERVICE INNOVATION VALUE TOWARD THE TOURIST SATISFACTION OF RURAL COMMUNITY

Abstract

Service innovation, creative service idea, artistic service orientation, environmental protection, sustainable tourism, and supporting facilities are key components of the tourism industry. The purpose of this research is to: 1) identify the dimensions of service innovation value and the tourist satisfaction of rural communities in Shanxi. 2) To examine the influence of service innovation value on the tourist satisfaction of rural communities in Shanxi. The researcher used a random sampling method to select two locations and determined the size of the sample by calculating the percentage of tourists between October and December 2022. The findings of the quantitative part of the study, as well as the analysis and interpretation of the data, are presented and discussed. In the process of data analysis, frequency, percentage, mean, and standard deviation are examples of descriptive statistics, whereas multiple regression analysis is an example of an inferential statistic. The stepwise multiple regression technique was used to explain hypotheses. According to the findings, "Attractions should provide fair commodity prices, reasonable expenses, and similar budgets" was the one that contributed the most to the rural community in Shanxi's visitor satisfaction. "Give tourists opportunities to participate in culture" was slightly lower but still predicted tourist satisfaction. A total of 58.1% of the variations were explained (R2 =.581). The results of the data analysis were discussed. Perceived value was the main factor that made rural Shanxi areas enjoyable for tourists, as visitors were happy with how friendly the town was, how well it took care of its surroundings, and how much they felt like they belonged there. Local and environmental protection can help add value to a place.