The Research Of Tourist Satisfaction And Loyalty Of Yan'an Red-tourism Region

With the rapid development of the tourism industry, Red tourism, as a kind of special tourism was widely favored, But for the red tourism, the domestic theoretical research in satisfaction and loyalty is relatively backward. Therefore, this paper used Yan'an red tourism for empirical research. This paper used the questionnaire survey to collect data, and statistical analysis method to study the satisfaction and loyalty Yan'an red-tourism region.This paper expounded its theoretical and realistic significance, and introduce the research target, content, methods and ideas. On the basis of the red tourism, tourist satisfaction and loyalty theories, this paper constructed the model of tourist satisfaction and loyalty, and established the corresponding index structure in red-tourism region. According to the survey data and testing the reliability and validity of the questionnaire, this paper used the factor analysis to get factor and fixed satisfaction and loyalty index structure in Yan'an red-tourism region. By the analysis of variance, we can see that different demographic variables exist significant differences in the tourists' satisfaction, but have little differences in tourists' loyalty. Through correlation analysis, we know that there was a significant positive correlation between tourists'satisfaction and loyalty. Finally, this research put forward the corresponding countermeasures through the conclusion of empirical analysis, This paper suggests that we can improve tourist'satisfaction and loyalty in Yan'an red-tourism region through some methods as follows:subdividing tourist'markets; perfect the brand image; develop red tourism products and artistic performances; perfect the base installation;improve Quality of Service, process tourists complain and complaints reasonably; improve the value of visit and so on.