Abstract: With the vigorous development of rural tourism in China,the competition among regions is becoming more and more fierce.The competitiveness of rural tourism attached to the scenic spots mainly depends on the market adaptability of their products and services.There fore,it is important for rural scenic spots to understand the current market demand characteristics of rural tourism so as to adapt to the market economy and realize sustainable development.This paper uses text analysis method and take Chongdugou resort area as an example,then studies the motivation of rural tourism,consumer behavior characteristics,post-tour satisfaction and loyalty of tourists.results show that the motives of rural tourism include health leisure,social,seeking pleasure and business motives.Travel characteristics are mainly summer self-driving tours,and most of them are in the province;Companions are mostly friends or family;The characteristics of consumption are lower per capita cost and shorter residence time.Overall satisfaction and willingness to revisit are high,and the influencing factors of satisfaction mainly include the core attraction of the scenic spot,the tourism environment,the tourism service quality and management.Finally,based on the research results,this paper finds out the outstanding problems in rural tourism transformation and upgrading process of Chongdugou resort area,and also puts forward some specific suggestions,which can be used for reference and guidance for the tourism development of the concentrated and contiguous poverty-stricken areas.

Key words: rural tourism, tourist behavior, online text, tourism products