A Tourists Satisfaction Study Based On The College Students’ Tourist Experience Of Heng Dian World Studio

With the development of society, the economic foundation of human society isdeveloped from the agricultural economy and the industrial economy to the serviceeconomy and the experienced economy. It is an activity in which a memorable eventshould be created by the customer. As a leader in the Chinese film and television themepark, the traditional static viewing of Heng Dian can no longer meet the demands oftourists, if Heng Dian World Studio wants to achieve a long-term development,personalized travel experience for tourists of different levels should be provided. Only thetourists derive an exclusively unforgettable experience, the visitor satisfaction could betruly improved and the life cycle of the Heng Dian. Attractions could be extended.From the perspective of visitor experience, based on satisfaction theory and evaluationindex theory, this paper aims to build a suitable tourist satisfaction system for Heng DianStudio. The methods of data analysis, factor analysis, IPA analysis, are adopted todiscover the quantitative relationship between the factors, as well as its impact on visitorsatisfaction and satisfaction measurement model for Heng Dian Studio. The obtainedresults are conducted of IPA analysis to find the gap between Heng Dian tourism projectsand the expectations of college tourists. The thesis also points out weaknesses of HengDian tourism product development proposes strategies of promoting college visitorsatisfaction to achieve the sustainable development of Heng Dian World Studios.Based on the results of the statistical analysis, the author proposes some marketingstrategies targeting for college visitors. That is the government should intensify support; atarget market should be made clear; the experience project should be increased. A richprice level should be offered and service equipment should be regularly upgraded, inwhich the marketing innovation includes marketing concept innovation, productinnovation and service innovation. In recent years, Heng Dian tourism is developed veryquickly. Meanwhile, college students should not be overlooked as a tourist tour groupswhich are getting more and more attention. However, the relevant literature oncombination of college students’ tourist experience and film and television theme park isfew. This paper tries to make a preliminary study on this subject. Because of lack ofcomparative research literature and the time constraint, as well as financial constraints,this study certainly exists shortcomings. It is hoped that this paper is able to provide somebusiness ideas for managers of for Heng Dian World Studios and contribute to thedevelopment of China’s film industry a little bit.