Measuring Customer Satisfaction Based on Gap Model and Structured Equation Model in Agro Tourism Industry in Shandong, China

Rural tourism enterprises have been developed in rural areas as an alternative to agriculture. This study Utilizes service quality Gap model and SEM (Structure Equation Model) to reveal the gaps and path of satisfaction between expected and experienced service dimensions the path. An exploratory empirical study of 158 guests is investigated. It shows that the research can understand tourists´ satisfaction in agro tourism industry and the factors that influence their choices in the surveyed areas: Shandong Province, China.