The Research On Conceptual Framework For Changchun Manchu Tourism

Since the beginning of the 1990s, theories and methods of customer satisfaction (CS) strategies have been developed and consummated unceasingly in the West. And Customer Satisfaction Index (CSI) as one of the indicators measure is also increasingly becoming a popular and cutting-edged issues in our country and abroad. In China , the research and development about customer satisfaction are at the initial stage. This paper selects tourism scenery of ManChuGuo in Changchun area as a study target and applies. The model of customer satisfaction is applied in the enterprise and the non-beneficial organization to the construction of ManChuGuo tourism scenery. Also the paper analyzes the influential factors for customer satisfaction and investigates and the role that these factors played.The paper based on relevant concept of customer, customer satisfaction and tourist satisfaction in details. Survey for tourists'degree of satisfaction in tourist scenic zone, tools for survey and the factors influenced tourists'satisfaction have been organized and analyzed . The theoretical framework with scenic zone image,tourists'expectation , tourists'quality perceived ,values perceived, tourists'satisfaction and tourists'loyalty as kernel variable has been established according to relevant documents.And it establishes theoretical assumptions among all related concepts to express the use of empirical research method.Under this basis, the following methods and procedures have been used in this paper, scales developing, questionnaires designing, organizing, issuance, investigation , data processing and expatiating. In the course of the study, reliability and validity of the target model are tested, the structural equation model are used to analyze and test the theoretical hypothesis.The following statements are concluded in this paper , the image of the tourist scenic zone and tourists'values perceived exercise a positive influence on customer satisfaction ; tourists'quality perceived has a positive influence on tourists'values perceived ; tourists'expectation exercises a negative influence on values perceived and customer satisfaction while latter has a positve influence on customer loyalty. It discusses the limitations of the study, and puts forward some suggestions for future research.