A Study On The Influencing Factors Of Tourist Satisfaction During The National Day Golden Week

Since the reform and development,China’s tourism industry has developed rapidly.After 2012,the growth rate of China’s tourism population has remained at around 10%.By 2017,the number of domestic tourists has reached 5 billion.Nowadays,China’s tourism industry has entered a period of rapid development,and competition in the tourism market has intensified.Whether tourists are satisfied or not has become a key factor in whether tourism can survive and whether it can develop in the long run.Nowadays,the words "small holiday" and "tourism" are inseparable.Every year,the peak of domestic tourists travels during the Spring Festival,National Day,Mid-Autumn Festival,students’ summer vacations and other holidays.Many popular scenic spots are unable to carry huge passenger traffic,and the scenic spots are not well managed,thus causing bad travel experience for tourists.The image,reputation and income of the tourist destinations are affected.Therefore,in this special period,we should pay more attention to tourists’ satisfaction.According to statistics,during the National Day of 2018,the number of domestic tourists receiving scenic spots across the country increased by 9.43% compared with last year’s National Day reception,reaching 726 million person-times,much higher than the 384 million during the Spring Festival.Located in the central part of China,Wuhan has a superior geographical location and rich tourism resources,history and culture.During the 11 th National Day of 2018,Wuhan received a total of 20.041 million domestic tourists,and the number of receptions ranked second among 18 cities in the country.In the face of huge passenger flow,in order to ensure the better development of tourism in Wuhan,the main factors affecting the satisfaction of visitors to the Han Dynasty and how to improve these issues are worth studying.Impact satisfaction is mainly studied from three levels: the personal characteristics of visitors,the expectations of tourists,and the real experience of tourists.Firstly,using the contingency table to analyze whether the differences in personal characteristics will lead to differences in tourism satisfaction judgment;then refer to the European Tourist Satisfaction Index Model(ACSI)theory to add variables such as visitor expectations and visitor perception,and use factor analysis to split the perceived quality.Targeted analysis problems;finally construct partial least squares structural equation model analysis,confirm the direct influencing factors and indirect factors of satisfaction,calculate the satisfaction index of each variable,and visually see whatneeds improvement in Wuhan.In the actual investigation process,probability sampling and non-probability sampling methods were used,and seven tourist attractions in Wuhan were selected for questionnaire survey,and finally 618 valid data were obtained.The contingency table analysis found that personal characteristics did not affect satisfaction judgment.Then based on the European customer satisfaction model,the structural equation model of Wuhan tourists satisfaction is constructed,and the final model is determined by Bootstrap test.The partial least squares(PLS)modeling method was chosen as the modeling method of structural equation(SEM)to estimate the model parameters.Finally,in terms of effect,the expectation and perceived value of tourists are the most important influencing factors of satisfaction,and Wuhan The propaganda efforts and the souvenirs sold around the scenic spots all have great problems.Based on this,several suggestions are put forward: to organize activities with strong participation to enhance the tourism propaganda of Wuhan City,encourage tourists to care for the environment when the flow of people is large,increase the punishment of littering activities,ensure the real-time information of scenic spots,and ensure the perfect facilities in the scenic spots.The scenic souvenirs guarantee the enjoyment and creativity.Improve the propaganda and reputation of Wuhan City to enhance the tourists’ pre-tourism expectations,ensure the mature and perfect management of tourist attractions,and narrow the gap between expectations and actual experience,which is crucial to the impact of satisfaction.