Abstract: Taking the coastal areas in Fujian as an example, this paper researches the leisure expectation of rural residents by questionnaire surveys. According to the Customer Expectancy Theory, the research distributes the rural residents' leisure expectation into fuzzy expectation,dominant expectation and recessive expectation,and analyzes the survey data with spss17.0. The study reaches the following conclusions. First,the fuzzy expectation presents that a large percentage of rural residents hope to ease the tension of daily work through leisure activities. Second, the dominant expectation shows that the majority of rural residents anticipate free sightseeing leisure activities outside the village. Meanwhile, most rural residents look forward to developing local leisure tourism. Third, the recessive expectation shows that a great number of rural residents hope to add urban elements to the present local leisure environment. On that basis, we can get the dynamic transformation among the three rural residents' leisure expectation in accordance with the customer expectancy model. With better understanding of the new trends of rural residents' leisure expectation, the government and related departments can enhance communication with rural residents, and formulate leisure industry development plan so as to improve the leisure satisfaction of rural residents.

Key words: customer expectancy theory, rural residents, leisure expectation, leisure industry, customer expectancy model