The Impact Of Tourism Service Quality And Consumptive Emotion On Tourists’ Satisfaction In Tourist Area

With the arrival of a new stage of China’s tourism, tourism has increasingly become anintegral part of public life, and tourist satisfaction already becomes the concerns of thecommunity. Both physical facilities and intangible services affect the experience of tourist areain some extant, Therefore, how to assess the visitor satisfaction and identify important factorsthat affect tourists’ satisfaction, with the purpose to further improve the quality of service of thetourist attractions become the most important issue in the current.From both cognitive and emotional aspects, the study stressed the important role of visitorsatisfaction, visitor satisfaction is not just a progress that tourist cognitive the tourist attractions,but also a process of emotional experience, tourist satisfaction is not only closely related with theservice quality in scenic area, but also closely related to the emotion of tourists. The articleintroduces the tourist emotion concept based on the “cognitive-emotion-behavioral” theory,build the satisfaction model with “cognitive-emotion-behavioral” theory. By questionnaire andstructural equation modeling analysis, the study shows the theoretical value and practicalsignificance of the model. Here are some conclusions: the consumption emotion and servicequality are important influence factors of visitor satisfaction; The tourism service quality can bedivided into tangible quality, functional quality and empathy quality; The visitors’ expectationsdoes not affect the tourists’ satisfaction directly, but through consumer emotions indirectly affecttourists’ satisfaction.