Research On Tourist Satisfaction Based On Tourism Experience

After experiencing the agricultural economy,industrial economy,and service economy,the experience economy era has come to an end.People’s demand for consumption has gradually shifted from material demand to spiritual demand,and the travel experience has become more and more popular.Tourists are increasingly demanding the experience of tou rism.They not only need to feel the beautiful scenery of the tourist destination,but also experience the local customs and social customs to meet their multi-faceted needs.When a destination can bring a special and unforgettable travel experience to visitors,visitors will be willing to pay to experience this unique feeling.As a tourism industry,it is important to pay attention to the satisfaction of the spir:itual needs experience on the basis of satisfying people’s material needs experience.On the other hand,in 1920 Germany established the first wine tour route.After more than 80 years of development,wine tourism routes have been distributed in Oceania,North America,South America and Asia.In recent years,China’s wine tourism has developed rapidly,and wine tourism destinations are mainly concentrated in Yantai,Penglai,Beijing,Ningxia and Xinjiang.The main forms of tourism are mainly visiting vineyards.The core of tourism is the experience.How the wine tourism experience affects tourist satisfaction,related theoretical and empirical research is relatively rare.This study investigates Bordeaux wine tourism in France by means of questionnaire survey.Combining the characteristics of wine tourism,the tourism experience is used as an entry point to analyze the satisfaction of tourists.The purpose of this study is to analyze the impact of tourism experience on the perceived value of tourists,and to explore whether the tourism experience affects tourist satisfaction through perceived value.The results of this study show that:(1)The tourism experience has a significant positive impact on the perceived value of tourists.Moreover,there is no serious col-linear relationship between the three factors of the wine tourism experience,and they have a significant positive impact on the perceived value of tourists respectively.(2)Visitor perceived value has a significant positive impact on visitor satisfaction.The higher the perceived value,the better the satisfaction of the tourists;on the contrary,the lower the perceived value,the lower the satisfaction of the tourists.(3)Tourism experience has a significant positive impact on visitor satisfaction through the mediator variable of perceived value of tourists.There are many studies on the relationship between tourism experience and perceived value,as well as tourism experience and tourist satisfaction.There are not many discussions on the relationship between the three,specifically for the tourism experience and tourist satisfaction of the wine tourism industry.Related research is even rarer.The research on wine tourism experience and tourist satisfaction further enriches the theoretical system of tourism experience.In addition,this paper analyzes the satisfaction of Bordeaux wine tournsm tourists in France through empirical research,and provides reference and suggestions for the implementation and improvement of wine tourism experience marketing program,which has practical practical guiding significance.