Rural Tourism Consumer Research: Concepts, Group Characteristics and Behavioral Processes

In order to systematically summarize the research achievements of rural tourism consumers, collecting relevant research achievements in the past 10 years, the achievements and shortcomings of previous studies have been carried out through the review of the concept of rural tourism consumers and their classification, group characteristics and consumer behavior. Finally, the future research should put forward the following aspects:scientifically defining the concept and connotation of rural tourism consumer; conformably constructing and improving rural tourism consumer satisfaction measurement system; further refining research groups, focusing on specific groups; enriching research content, attaching attention to the analysis of potential tourists; exploring the impact that the rural tourism consumer groups play a role on other individuals.