An Empirical Study On Tourist Satisfaction Of Fantawild Theme Park Based On The Formativeformative Type Model

With the increase of national economic income,the demand of mass tourism goes beyond the simple sightseeing and appreciation to the pursuit of a better cultural and leisure life.Fantawild caters to this demand and has been expanding its industrial distribution over the past decade,creating a series of high tech cultural and technological theme parks.In order to maintain its leading position in the industry,the concept of tourist satisfaction has been paid more and more attention by park managers and become the core competitiveness of theme park development.At the same time,a number of experts and scholars have also started to study the evaluation of tourist satisfaction in theme park,aiming at systematically and comprehensively formulating the evaluation index of tourist satisfaction in theme park,scientifically and accurately evaluating the degree of satisfaction of the theme park,and finding out the strategies and methods that can improve the degree of satisfaction,and guiding the management of the theme park.However,in the previous research,the reflection model is used when the measurement model should be formed,which leads to the inconsistency between the measurement results and the actual situation,and affects the enterprises to make the wrong business decision.Therefore,the establishment of a scientific and effective model,in order to accurately assess the level of tourist satisfaction and guide enterprises to improve the level of tourist satisfaction to propose reasonable measures.This paper takes Fantawild Theme park as the research object,which takes the evaluation of tourists’ satisfaction as the main research content,reviews and summarizes the theoretical research on theme park and tourists’ satisfaction and uses PLS modeling method to build the FT-TSI model based on the formative-formative type model,and constructs the measurement model of FT-TSI model by qualitative research method.The evaluation index system determines that the model is a second-order multi-dimensional conceptual model.The evaluation of tourists’ satisfaction of the park mainly focuses on 35 indicators under these seven dimensions.This paper takes Jiayuguan Fantawild Silk Road Dreamland as the empirical object,using Smart PLS3 software to process and analyze the survey data of each index in FT-TSI model,and validates the mode,and summarizes the deficiencies in the operation and management of the park,and puts forward the countermeasures to improve the tourist satisfaction.The results show that: first,the formative-formative type model is more suitable for the evaluation of tourist satisfaction.Second,FT-TSI model has high scientific and explanatory ability.Thirdly,according to the model analysis results,the tourist satisfaction index of Fantawild Silk Road Dreamland is 74.618 at the present stage.There is still room for improvement.The park managers can take many effective measures to improve the tourist satisfaction,including optimize the external traffic guidance,guide tourists to travel off peak,improve the basic facilities of the square,standardize the security service standard,set the ticket price flexibly,and improve the smart park.