Research On Tourism Satisfaction And Revisit Intention Of Chinese Tourists Traveling To Mongolia

The tourism industry is developed as a promising industry. For Mongolia, tourism industry can not only increase the income of foreign exchange, but also help the restoration of domestic economy and boost employment. Although now Mongolia’s tourism development is in its primary stage, it is gradually becoming an important tourism destination for foreign tourists. As Mongolia’s tourism has developed to a certain extent, its role in development of national economy is also increased apparently but still has many problems. The tourism satisfaction is one of the most important contents in overall visitor experience, which reflects the contrast between actual experience and prior expectations toward tourism products and service, and its essence is a psychological status of tourists. The investigation on tourism satisfaction can reflect various existing defects and determine the merit of the local tourism industry. Therefore, it can provide information and planning for tourism authority. What’s more, tourism satisfaction relates to the possibility of revisit. Tourism product and service can get improved through the concrete and effective improvement measures. Research on tourism satisfaction in Mongolia is still in its initial stage, so the research on tourism satisfaction and revisit intention of Chinese tourists traveling to Mongolia can expand the content of theoretical research.Since China and Mongolia are neighbors, various interactions between them are becoming more and more convenient. For example, Chinese tourists now can travel to Mongolia by plane, car and train. With the rapid development in economy, China is becoming one of the outbound tourism powers, which brings a good opportunity for the development of neighboring countries’tourism market, Mongolia included. Now, China becomes an important tourist market to Mongolia. Therefore, studying on Chinese tourists’satisfaction toward Mongolian tourism and the revisit intention will help Mongolia’s tourism industry to develop further. Promoting tourist satisfaction and increasing the revisit rate are important to promote the further development of Mongolian tourism market. From the perspective of tourists, the research focuses on influence of tourist satisfaction and their revisit intention. According to the literature, tourism satisfaction is divided into eight aspects:tourism landscape, atmosphere, catering, tourism souvenirs, accommodation, entertainment, transportation and communication, tourism service & management, and then a theory model of "tourism satisfaction-revisit intention" has been constructed. This paper analyzes their relationship by using the method of questionnaire survey and a variety of analytical methods including descriptive analysis, factor analysis and regression analysis. The findings reach the following conclusions: satisfaction with catering has a significant positive influence on revisit intention; satisfaction with accommodation has a significant positive influence on revisit intention; satisfaction with environment and entertainment has a significant positive influence on revisit intention; satisfaction with transportation and tourism service has a significant-positive influence on revisit intention. According to the above results, some suggestions are put forward for improving tourism satisfaction and revisit intention in order to provide reference for steady development for Mongolian tourism industry.