The Research On Affecting Factors Of Overseas Tourists' Satisfaction Of Folk Tourism In Luang Prabang

The continuous improvement of the tourism industry in the economy brings foreign exchange revenue,which has contributed a lot to Laos' GDP.Luang Prabang city is the ancient capital of Laos,the holy city of Buddhism and a famous place for international tourists' destination.It's an annual tourism income city and important source of the Laos national income.Thus,it's important to know its tourists'attractions,which might help us to develop its tourism.China is a good neighbor of Laos,with a huge market for potential customers;therefore,studying Chinese would help to understand the Chinese tourists' satisfaction and their requirements.Through improving the Chinese tourists' satisfaction for Luang Prabang city,it will assist to broaden on the Chinese tourist market.This study takes Luang Prabang's folk tourism as the research case study and constructs a tourists' satisfaction evaluation model,including tourists' expectations,perceived quality,perceived value,tourists' loyalty and complaints.Based on folk tourism's experience content of Laung Prabang city,perceived quality involves four aspects i.e.environmental experience,facilities experience,core attraction experience and service experience.The rest of variables are measured by mature scale.This study uses questionnaire to collect data and uses the descriptive statistical analysis,reliability analysis,validity analysis and structural equation model analysis to test the research hypothesis and the theoretical model.The results indicate that:(1)Evaluation model of tourists' satisfaction to build successfully tourists' expectation affects tourists' satisfaction through perceived quality and value chain of intermediary.(2)Tourist's expectation,perceived quality and perceived values are three influencing factors of tourists' satisfaction.(3)Analysis of tourists' satisfaction results:tourists' satisfaction directly affects tourists' loyalty and tourists' complaints,and tourists' complaints affect tourists' loyalty.Finally,some management proposals are presented according to the research conclusions.