The Theoretical And Empirical Study On Tourist’s Satisfaction In The Urban Resorts

Domestic and overseas experts and scholars have already achieved fruitful results on the investigations of the basic theories of customer satisfaction degree and assessment methods. However, few studies have focused on the customer satisfaction degree of the tourists of urban tourism. With the flourishing development of our urban tourism and its increasing role in urban economy, how to explore tourist source market and guarantee stable tourist source become the focus of attention in every tourist resort. Against this background, the present thesis chose Wuhan as the study object and investigated the customer satisfaction degree of the tourists of urban tourism.Based upon a systematic review of the latest achievements of the researches on urban tourism and customer satisfaction, the thesis set up customer satisfaction measurement index system of urban resorts. Next, a questionnaire was used to find out tourists’opinions on the importance of each index. Then, factor analysis and reliability analysis methods were applied to analyze content and structural validity; on the basis of the analysis results, the index system was further amended. The reliability and validity analysis were used to test the rationality of satisfaction questionnaire, and the correlation analysis was used to test the effectiveness of the outcome variable of the assessment index. Then, the weight of each index was set by combining the importance of assessment index and the results of factor analysis. Based on this system, the tourist satisfaction in Wuhan was tested. After that, variance analysis was used to compare and analyze the differences of each satisfaction index among the tourists who have different characteristics. Then, the tourist satisfaction index in Wuhan was finally achieved by combining the weight of each index and the mean of satisfaction results. At last, through the IPA analysis, the thesis pointed out the ways of rational allocation of the resources. Meanwhile, the thesis provides six aspects which need further improvement, such as vehicle hardware facilities and traffic conditions in the city, diet environment, ticket prices, municipal sanitary, as well as the sights of the city.