An Empirical Study On The Motivation, Perception And Satisfaction Of Kaili Folk Tourists

Ethnic tourism has been developed rapidly in recent years; as a multi-ethnic-populated city, Kaili has rich and unique ethnic culture resources and has strived to boost the development of local ethnic tourism industry. Based on the extensive review of relevant literatures, this thesis conducted a case study of ethnic tourists in Kaili in attempt to evaluate the motivation, perception and satisfaction degree of ethnic tourism destination. Research has been made to investigate the significant relationships between tourists’characteristic variables and their motivation, perception, as well as satisfaction level. Based on the investigation, analysis has been made to evaluate the development status of Kali’s ethnic tourism; the existing problems have also been discussed. Corresponding marketing strategies are proposed in hope to provide some scientific references for the future development of ethnic tourism in Kaili. The thesis is divided into five chapters.Chapter1gives an introduction of background, significance and design of the study. It mainly discusses the history, characteristics and current situation of ethnic tourism in Kaili, as well as the research content and methodologies.Chapter2presents a literature review on tourist’s perception and satisfaction degree of ethnic tourism destination, followed by a summary and comparison of international and domestic research.Chapter3introduces the methodology and design of the study, and illustrates the analytic methods adopted in the study.Chapter4presents the empirical results of the study, including descriptive and exploratory statistical analysis. Data were processed by SPSS software; the analytic methods include:descriptive analysis, frequency analysis, factor analysis and analysis of variance. Based on the results, corresponding marketing strategies are proposed.Chapter5summarizes the major findings and marketing strategies of ethnic tourism development in Kaili; the limitations of this study are discussed and give a further look into the future research fields.