Research On Tourist Satisfaction Of Ancient Town Based On Tourist Experience

With the rapid development of experience economy in the twenty-first century,tourists have had an increasingly significant demand for tourism products to be cultural,experiencing and involved.More and more tourists have started concentrating on the quality of the tourism experience.Among the intense competition of tourism market,to enhance tourists' satisfaction with scenic spots,it is required to further explore the external and internal needs of tourists.Only based on tourists' experience,can their enthusiasm be aroused and the tourism development succeed.Shenhou Ancient Town in Yuzhou City has enjoyed the tourism development and construction for over a decade and has entered into a crucial stage of the new round of improvement.In consideration of this,the thesis takes Shenhou Ancient Town as a specific case for analysis.Faced with new opportunities and challenges,it becomes more important to develop tourism scientifically and objectively.The research is conducted on the basis of tourist experience.The author has sorted out and summarized the research results of tourist satisfaction at home and abroad,constructed a theoretical model of tourist satisfaction with ancient towns and proposed hypotheses according to American customer satisfaction index model.Later,based on the literature review,the author has summed up the factors influencing tourist satisfaction,and established the tourist satisfaction evaluation system of ancient towns and Shenhou Ancient Town respectively.In combination of qualitative and quantitative analysis method,the author has also made a scientific analysis of the survey data and verified the hypotheses.In the end,on the basis of data analysis,specific improvement countermeasures about tourism development of Shenhou Ancient Town has been put forward.The research is conducted on the basis of questionnaires survey to collect raw data.After collection,data analysis of qualified questionnaires sorted out is made by the SPSS22.0 and EXCEL,and verify the research hypothesis based on such analysis result.Exact the basic infrastructural experiencing factor,service facilities experiencing factor,tourism resources experiencing factor,tourism activities experiencing factor,location advertisement experiencing factor,five factorsinfluencing the tourists' experience about Shenhou Ancient Town tourism,during the analysis of tourists' experiencing factors and satisfaction factors.The standard regression equation,coming from the regression analysis,verifies the noticeable correlation between the experiencing factor and tourists' satisfaction,and each coefficient of the equation shows the influence and contribution degree of each experiencing factor about tourists' satisfaction.While verifying the diversity between the tourists' expectation and satisfaction,the author conducts the analysis method of matching specimens T experiment and draws the IPA scatter diagram of each assessment item,further visualizes the diversity degree between tourists' expectation and experiencing satisfaction,to provide a clue to enhance the Shenhou Ancient Town tourism satisfaction.The research applies experiencing economy theory,tourists' satisfaction theory,associates with personal features of tourists,behavior characteristics of tourists and results of statistical analysis and comprehensively considers the actual situations of Shenhou Ancient Town tourism's development,to put forward concrete countermeasures of Shenhou Ancient Town tourism satisfaction enhancement,namely,specifying location and targets throughout enhancing the government leadership,promoting experiencing about tourism basic infrastructure and service facilities,enriching tourism activities content and enhancing the tourists' involvement and intensifying special resources and innovating advertisement to build up tourism brand.