| In recent years,influenced by factors such as market-driven and policy guidance,the growth rate of domestic red tourism investment has been continuously improved,and the number of visitors has increased rapidly.Especially in the context of the whole party’s study and education on party history,red tourism is booming again.Linyi,as one of the 18 key cities of red tourism in China,is rich in red tourism resources and profound in red heritage.Red tourism has developed rapidly,but there are also some problems such as single product format,insufficient brand influence,poor shopping quality,service quality and product pricing.Therefore,by studying the tourist satisfaction of red tourism in Linyi City,this paper analyzes the factors that affect the tourist satisfaction,and solves the factors that tourists are dissatisfied with,and finally provides ideas for guiding the development of red tourism in Linyi City.From the perspective of tourists’ satisfaction,this paper takes the theory of American customer satisfaction index model as the theoretical basis of research.Firstly,the development status of red tourism in Linyi city was clarified,and then the representative red tourist attractions were selected to conduct a questionnaire survey on tourists’ satisfaction.Based on the results of the questionnaire survey,the structural equation model of tourists’ satisfaction in Linyi red tourist destinations was finally constructed,and the main factors affecting tourists’ satisfaction were deeply studied,and some suggestions were put forward.The results are as follows:(1)As the core city of red tourism in Shandong Province,the development of red tourism in Linyi City faces some problems,such as the mismatch between consumption and the number of tourists,the weak linkage effect between scenic spots,the lack of high-end supporting industries,and the insufficient brand effect.(2)The results of the questionnaire survey show that the overall satisfaction of tourists with red tourism in Linyi City is3.86 points,which is satisfactory,but there is still a certain gap from being very satisfied.(3)The results of structural equation show that the standardized path coefficient of perceived quality to the satisfaction of red tourists in Linyi City is 0.241,which shows that perceived quality has a significant positive impact on the satisfaction of red tourists in Linyi City.However,tourists’ satisfaction with the perceived quality of red tourism in Linyi City is 3.96 points,which is a relatively satisfactory level,and there is still much room for improvement,so it is necessary to focus on improving the perceived quality.(4)The standardized path coefficient of perceived value to Linyi red tourism satisfaction is 0.435,which shows that perceived value has a significant positive impact on tourists’ satisfaction.Tourists’ satisfaction with the perceived value of red tourism in Linyi City reached 4.06 points,which exceeded the overall satisfaction.In particular,the satisfaction degree of Yimeng spirit embodied in Linyi red tourist scenic spot reached 4.09 points,indicating that tourists have a high recognition of the educational value embodied in Linyi red tourism.(5)The influence of tourists’ expectations on tourists’ satisfaction has not passed the significance test,which reflects that tourists’ expectations do not directly affect tourists’ satisfaction,but indirectly affect tourists’ satisfaction by influencing perceived quality and perceived value.According to the above research results,this paper puts forward some countermeasures from the aspects of enhancing the participation of red tourism projects,enriching the supply of tourism commodities,appropriately applying price strategies,and promoting the transformation and upgrading of red brands,hoping to provide reference for the high-quality development of red tourism in Linyi City. |
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