| As China’s aging pace accelerates,the aging industry,known as the "silver economy,"has ushered in a new spring.Silver tourism,as an important industry of"silver economy",has also ushered in unprecedented development opportunities.According to a survey conducted by the National Committee on Aging in 2017,the number of elderly tourists in China accounts for more than 20%of the total number of tourists in the country every year.This group has a stronger desire to travel than the average level,and the silver tourism market has great potential.According to the existing research findings,there are not many tourism products aimed at the consumption behavior of silver tourists in the market at this stage.Only after fully understanding and obtaining the characteristics of consumption behavior of silver tourists can we develop and optimize tourism products to meet the market demand of silver tourism.Based on the evaluation results of tourist satisfaction,this paper studies the optimization strategy of silver tourism products of T travel agency,so as to provide some references for the development and optimization of silver tourism products in the market.Under the guidance of Customer Satisfaction Theory,Market Segmentation Theory and Maslow Demand Theory,based on the literatures of domestic and foreign scholars on tourist satisfaction and product optimization research,combined with relevant satisfaction assessment models and the product elements that the silver tourists focused on,A satisfaction evaluation index system about silver tourism product was established.The Analytic Hierarchy Process(AHP)was used to determine the weight of each index,then a silver tourism product satisfaction evaluation model with characteristics of silver was constructed.A representative travel agency was selected as the case.According to the silver tourism product satisfaction evaluation model established in this study,combined with the characteristics of the silver tourism products and the market of this travel agency,the tourist satisfaction questionnaire was designed and a questionnaire survey was conducted.SPSS 22.0 software was used to conduct descriptive Statistical Analysis and Cross Analysis on the evaluation results.In view of the unsatisfied part of the products of T travel agency for the silver tourists,some suggestions are put forward to optimize the products of T travel agency by referring to the advanced experience at home and abroad. |
