Kano Model-based Research Of Influence Factors On Tourist Satisfaction Of HeFei Sightseeing And Leisure Agriculture

With the strongly increasing consumption of cultural life which is driven by the rapid economic development and the gradual improvement of living standards in Hefei Besides, combined with high urban work pressures, environmental degradation and wanton aggression by the haze, people want to stay away from the city, close to nature and enjoy the quiet peaceful rural scenery. Meanwhile, with the accelerating pace of new rural construction and gradual improvement of rural infrastructure, more and more farmers are encouraged to develop tourism locally. As a result, rural tourism not only increases their revenue, also improves their happiness index and promotes further new rural construction. The increasing consumer demands such as sightseeing, leisure and entertainment gradually have formed a huge tourism market, promoting the rapid development of agricultural tourism and leisure in Hefei. Currently, in Hefei, there is a growing number of agricultural tourism and leisure enterprises, with the rich type, growing scale and increasing intense of competition. However, there are many problems in the development of agricultural tourism and leisure in Hefei, resulting in low level of tourist satisfaction and restricting his long-term development.In order to improve tourist satisfaction of agricultural tourism, on the premise of specifying his current status of service level, it needs investigate the feelings and evaluations about level of service from the perspective of tourists and identify the order to improve the service level. However, at present there is few research literature in this area. For a long time, about study of tourist satisfaction, researchers focused on cognition and measurement of satisfaction, but there is not an exact method to determine the order to improve factors of tourist satisfaction, which provided research opportunity for this article.The main theme of this paper is to study the factors of tourist satisfaction of agricultural tourism and leisure in Hefei, and then classify these factors with the purpose to attract and maintain visitors by enhancing level of their satisfaction. For this purpose, firstly, on the basis of study about tourist satisfaction, agriculture tourism and leisure, Kano models and a large number of relevant documents, I investigated some scenic spots and their tourist, such as Dawei grape picking Park of Hefei, Xiaotuanshan vanilla farm, Sanhe old town. Home of Feixi old hen, and focused on six indicators with results of investigation and research:tourist activities, infrastructure, scenic environment, accommodation, shopping and tourism service to make a comprehensive summary of satisfaction factors about agricultural tourism and leisure in Hefei and the successful experience of some scenic spots. Then. I designed Kano satisfaction surveys based on factors refined from research previous in order to know the feelings about agricultural tourism and leisure in Hefei from visitors after tour, analyze their consumer characteristics during tour and their evaluations about factors, also identify the important factors for them. Finally, I classified the factors of tourist satisfaction with the use of systematic Kano classification, aiming to specify priorities about improvement of service of agricultural tourism and leisure in Hefei and accurately and efficiently develop measures to improve the level of service.In this paper, it used the method of classification of Doctor Kano Noriaki "Kano model" to determine priorities of factors for improvement of tourist satisfaction, and achieve the objective classification about the factors of tourist satisfaction. Finally, came to the following conclusions: Attractive factors can bring the unexpected effects for visitors, such as farming festival participation, low-carbon vehicles, rural human environment, supply of local products and handicrafts and the professional level of service personnel. Richness and participatory of tourism activities, scenic ecological environment, rural construction and features of farmhouse restaurant are classified to Expected factors. With it, the visitors will be very satisfied, on the contrary, they will not be satisfied. Rationality of tourism revenue, traffic safety and convenience, ease of parking, clarity of scenic road signs, communications equipment, public facilities, ecological sanitation, toilets environment, sanitation and charge of farmhouse restaurant, farm hostels, shopping environment, service staff grooming and dressing up are classified to Necessary factors. With it, the visitors will be very satisfied, without it, they will not be satisfied. Finally, on the basis of the above conclusions, I proposed specific measures to improve the overall satisfaction of tourists.