The Evaluation Of Tourists’ Satisfaction And Its Influencing Factors In The High Grade Scenic Spots In Nanjing

Tourist satisfaction evaluation system has become an important meaning to measure the service quality of scenic spot,which is highly valued by the managers and relevant government departments.Studies have shown that the simple perception model is better than expectancy disparity model of tourists overall satisfaction measurement,based on pure perception model,this paper analyses the module former,the influence factors of the overall satisfaction,according to the actual needs of tourists in the scenic spot and the actual situation of the scenic spot in Nanjing,the construction of tourist satisfaction measurement scale in three different periods of 18 high grade scenic spot field investigation,on the basis of large sample survey,using SPSS21.0 and SIMCA-P11.5 to deal with data,evaluate the high grade scenic tourist satisfaction,respectively,using partial least squares and multiple stepwise regression analysis the structural relationships of overall satisfaction with each dimension,influence factors.The research content of this paper is divided into the evaluation of tourist satisfaction and influence factors analysis,specific as follows: 1)Descriptive statistical average method is used to tourists’ satisfaction degree,and can be divided into: overall satisfaction and influencing factors of evaluation and overall satisfaction are of high grade scenic spot.2)Through the single factor variance method inspection tourist satisfaction in demography,season and level,the differences of characteristics of the scenic spot.3)Overall satisfaction and the relationship between the variables analysis using the Pearson correlation coefficient method;5A and 4A grade scenic spot overall satisfaction with different dimensions,the correlation between influence factors analysis.4)Take partial least squares regression analysis was carried out on the overall satisfaction with each dimension,using the stepwise method regression analysis was carried out on the overall satisfaction and influence factors.Research conclusion of this paper is mainly as follows: 1)The visitors to the high grade scenic spot generally high level of overall satisfaction evaluation.2)The different degree of tourists on the high grade scenic spot satisfaction evaluation has significant difference in Nanjing;Different seasonal characteristics of tourists in nanjing high grade scenic spot satisfaction evaluation difference is small;Visitors to the 5A and 4A grade scenic spot satisfaction evaluation have significant differences in Nanjing.3)The high grade scenic spot inconsistency visitors’ satisfaction level and degree of importance.4)There is a difference between 5A and 4A grade scenic spot the influence factors of overall satisfaction.For 5A grade scenic spot,tour traffic,attractions navigation system and internal rest facilities have the highest importance,and tourist information center,toilet sanitation,travel order and atmosphere and staff service does not affect the overall satisfaction;For 4A grade scenic spot,external,internal tour traffic and environmental health have the highest importance,toilet sanitation and tourism commodity have no impact on overall satisfaction.Finally,on the basis of the conclusions above,this paper respectively puts forward improvement suggestions from internal and external transportation,scenic Tours,rest and health,catering and shopping,order and service in five aspects.Practice instruction significance is that different levels of tourism scenic spots should be targeted visitors’ satisfaction survey research,including the design of the influence factors of multidimensional and the possible impact of the different influence degree sequence.