Research on the Experience Design and Tourist Satisfaction of Rural Tourism in China: A Bibliometric Analysis

Under the background of Rural Revitalization Strategy, rural tourism has become a “hot spot” in the tourism market. As a kind of experience economy, tourist experience has a significant impact on rural tourism satisfaction, so it has also become a key research topic of Chinese scholars in the field of rural tourism. In order to further sort out the research situation in the academic field of rural tourism experience design and user satisfaction in China, and provide reference for the follow-up academic research in this field, this paper uses the method of bibliometric analysis of scientific literature, selects the journal articles and master and doctoral theses of CNKI on “rural tourism, experience design and tourist satisfaction” from 2004 to 2023 as the research object, and uses CiteSpace visual literature analysis software for comprehensive analysis. The results show that: 1) the domestic research on the relationship between rural tourism experience design and satisfaction can be divided into two stages, and the research heat and the amount of literature show an overall upward trend; 2) the high-yield author group has not yet formed, and there is little cooperation between authors and research institutions; The majority of research institutions are in inland areas, and the main type of research institutions is universities; 3) the keyword analysis based on the knowledge map shows that the research hotspots mainly focus on the influencing factors of rural tourism satisfaction, product experience design such as rural home stay, and rural tourism development strategy.