Impact Of Tourist Perception Quality On Their Satisfaction And Payment Level In Grassland Tourism Areas

Grassland tourism as China’s ecological tourism type consumption method,not only can effectively drive the development of pastoral social,economic and environmental protection,but also is an important engine of China’s rural revitalization and an effective way for pastoral areas to achieve sustainable development.However,the current grassland tourism areas in China have issues that the grassland landscape is with insufficient cultural publicity,infrastructure and services.Those problems seriously affect the tourist experience of tourists and are harmful to the sustainable development of grassland tourism.Therefore,in order to improve the quality of grassland tourism and promote the sustainable development of grassland tourism,the aim of this paper is to explore the factors influencing tourists’ perceived quality on their satisfaction and payment level using 622 tourists from four grassland tourism areas in Gansu and Qinghai.The structural equation modeling and Tobit modeling were applied to deal with the original data.The conclusions are as follows:(1)The average satisfaction of the five dimensions of tourist perceived quality is ranked in descending order: tourism resources,transportation services,catering and accommodation,infrastructure and public services.(2)Tourist satisfaction and loyalty are high,but the level of willingness to return is low.(3)The tourism resources,catering,accommodation,and infrastructure that belong to the perceived quality of tourists have a significant positive impact on tourist satisfaction,and tourist satisfaction has a significant positive impact on tourist loyalty.(4)The tourism resources belonging to the perceived quality of tourists have a significant positive impact on the payment level of tourists,while food and accommodation have a significant negative impact on the payment level of tourists.Family income,age,and ethnic group of tourists have a significant impact on the payment level of tourists,and differences in family income will have a differential impact on the payment level of tourists.Based on the above conclusions and the current situation of grassland tourism in Gansu and Qinghai provinces,the following suggestions are proposed:(1)Improve infrastructure to meet the diverse needs of tourists.Reasonable layout,regular maintenance work,and continuous upgrading and renovation of infrastructure.(2)Strengthen the integration of culture and tourism,and attract tourists to revisit.Strengthen the tracing of grassland culture,create grassland tourism products with temporal and spatial differences,hold various types of festival activities,and enrich tourist experiences.(3)Strengthen supporting services and improve the quality of services in tourist areas.Add self-services such as tour guides and explanations,strengthen the management of signage guidance,manage the prices of catering and accommodation services,conduct regular training,and establish a scientific evaluation management mechanism.(4)Activate ecological resources and maintain the red line of ecological protection.Increase policy support,assist tourism areas in developing ecological resources,promote characteristic tourism products,and implement a rotation cultivation system.