Research On Perception And Satisfaction Of Inbound Tourists In Nanshan Cultural Tourism Area Based On Tripadvisor Network Comments

With the construction of Hainan International Tourism Island,the inbound tourism in Sanya has developed well in recent years,and the number of inbound tourists has increased year by year.However,the proportion of inbound tourists in Sanya is still small,and the scale of inbound tourism market needs to be further improved.At present,there are few studies on the inbound tourism market in Sanya,especially on the psychological and behavioral aspects of inbound tourists.In order to deeply understand the psychology and behavior of inbound tourists and promote the supply side reform of Sanya's international tourism market,this paper chooses the inbound tourists of Nanshan Cultural Tourism Area,a well-known tourist attraction in Sanya as the research object,adopts the comments of inbound tourists in TripAdvisor network,and constructs the analysis model of inbound tourists' perception and satisfaction in Nanshan Cultural Tourism Area based on grounded theory analysis.Five main perception factors of inbound tourists about Nanshan cultural tourism area are concluded,including overall evaluation,scenic spots,scenic service,public management and natural environment,and 11 perception sub-factors,including overall impression,scenic facilities,scenic area culture,scenic area charge,scenic area guide,scenic area shopping,public transportation,tourism intermediary,residents' quality,scenic area location,weather condition.This paper uses quantitative analysis method to measure the satisfaction level of inbound tourists about the perception factors of Nanshan Cultural Tourism Area.The results show that the inbound tourists have the strongest perception of scenic facilities,followed by tour guides,scenic culture,overall impression and scenic fees;the inbound tourists have the weakest perception of residents' quality,followed by scenic intermediaries,scenic shopping,scenic location and weather conditions.The results of this study show that the overall satisfaction score of inbound tourists is higher than the general satisfaction level,indicating that inbound tourists generally have a good evaluation of the overall satisfaction of tourism experience in Nanshan cultural tourism area.However,there are still various problems to be further improved in Nanshan Cultural Tourism Area.For example,the satisfaction level of inbound tourists to the external factors of the scenic area is generally low,and the inbound tourists are most dissatisfied with the main factors of service in the scenic area,such as higher tickets and shopping prices,and repeated charges.At the same time,it is found that inbound tourists show different perceptions and satisfaction characteristics due to their different origins,gender,age and years of travel.Therefore,from the perspective of tourism operators and government public management,this paper puts forward the following suggestions on how to improve the satisfaction level of inbound tourists to Nanshan Cultural Tourism Zone: in the management of scenic spots,pay attention to improving the charging situation of scenic spots,make up for the lack of satisfaction of external perception factors by improving the satisfaction degree of internal perception factors in scenic spots,and implement differentiated management.In the aspect of government public management,we should establish a long-term mechanism for residents' tourism training and education,strengthen the supervision of tourism intermediary market,improve the service level of intermediary institutions,expand the breadth and depth of foreign marketing,and improve the scale of non-Russian entry market.