Study Of Tourist Satisfaction Measurement Based On Comparative Experiment

Evaluation of tourist satisfaction and improvement strategy of tourist satisfaction accordingly proposed for tourism departments to improve the quality of work, form a positive reputation of travel destinations, introduce tourist satisfaction business strategy in tourism enterprises, and understand the needs and expectations of tourists,improve the comprehensive competitiveness has the extremely vital significance.Tourist satisfaction playing a role is the key to whether is measured accurately.Although there are a lot of tourist satisfaction measurement systems, the validity is often restricted because of measurement methods. This paper attempts to adopt comparative experiments and set the experimental group and the control group, in order to explore the difference in results by using traditional measurement methods and measurement methods about satisfactory and unsatisfactory group, also is expected to provide ideas and methods can be used as reference for the tourist satisfaction research.It is still rare in tourist satisfaction research.Based on review and summarize touist satisfaction evaluation model, this study use the tourist satisfaction evaluation system of National Tourism Administration and selected the tourist teams visiting to Zhangjiajie which divided into the traditional group(the control group), satisfaction group and dissatisfaction group(the experimental group) as experimental subjects. Collect the data by questionnaires,and compare experimental and control groups by using descriptive statistics, frequency analysis, cross-analysis, independent samples T-test methods,at last the overall level of tourist satisfaction were compared by using AHP to determine weight. Through empirical research, the conclusions as follows:1) Verify the conclusion about the difference in results by using traditional measurement methods and measurement methods about satisfactory and unsatisfactory group.2) Point out the dissatisfaction factors are tourist traffic, lodging, tourist catering in suvey. In terms of tourism catering, mainly for the staff’s service attitude, dining environment and the quality of the dishes.and tourism accommodation, mainly on the attitude of the hotel staff, room comfort and health are dissatisfied; tourism transport mainly on quick and easy access to the city is dissatisfied, in addition, commodity prices, environmental sanitation scenic, recreational activities and richness of recreational activities, which is expected to improve.This study for the measurement of tourist satisfaction will play a role in attracting valuable opinions, which is the original intention of this research and significance.