Research On Tourist Satisfaction Of Yunnan Province Based On PLS - SEM

After implementing reform and opening-up for 30 years, the economic has been developing at a rapid development trend in China, at the same time, Chinese tourism industry is developing with a healthy, sustained and rapid growth. Yunnan province is located in the southwest border, which has richly endowed by nature natural scenery, ethnic customs and cultural landscape, since 1980, the tourism industry of Yunnan province started development. Yunnan province tourism through the cultivation and long-term development of the tourism industry has become the pillar industry of Yunnan Province, the development of tourism in the country plays an important role. However, with the development of the tourism market and the continuous improvement of products and innovation, some problems have followed, especially in recent years, the contradiction between tourism and tourists are more and more prominent, Yunnan as a major tourism province, naturally also inevitably occur many not conducive to their development of the tourism industry in the face of the current problems. The economic situation, the provinces will be shifted to the transformation of industrial upgrading, the tourism industry as an important service industry has also been included in the provincial key industries list, which will undoubtedly deepen the competition of tourism market, facing the contradiction between the increasingly prominent services and tourists, and cross regional the pattern is not formed by market competition, the fundamental solution lies in the formation of more services and products to attract more tourists.Basing on the summary of scholars of tourist satisfaction research, the paper constructed the tourist satisfaction index model of Yunnan Province by the tourism image, tourist satisfaction etc. with drawing lessons from the European customer satisfaction index model. The satisfaction evaluation of tourists contains twenty-one observation indexes and six latent variables. At the same time, the questionnaire respondents were surveyed from the 4A and above scenic spots of Yunnan. According to the survey data, using the partial least squares path modeling(PLS-PM), to analyze the mutual influence in Yunnan province tourist satisfaction model in a latent variable relationship in constructing the model, selected the index system are verified in the estimation model of path coefficient, were used to test the related method, including the index test of path coefficient of latent variables and the only model. Finally, Tourist satisfaction by the tourism destination image, tourist perceived expectations of tourists expected indexes such as the influence of the conclusion, at the same time in order to evaluate the model of the different attributes of the tourists and not tested.