Study On The Impact Of Sanya City Image Perception On Tourist Satisfaction

In recent years,the tourism industry has been fully integrated into the national strategic system,and has become an important driving force for economic transformation and upgrading,a crucial power for supporting economic growth,and a key area to improve the quality of national life.The rapid development of tourism promotes the emergence of more and more tourism cities.The competition of tourism cities in the future will mainly depend on the comprehensive strength,and the positive image of tourism cities will certainly promote the fast growth of tourism.Sanya boasts one of the top four tourist cities and the only tropical coastal city in China,the paradise for tourists all over the world,and is known as “Oriental Hawaii”.Establishing a positive city image is essentially important for Sanya to develop its tourism healthily and sustainably.Based on the customer value theory and customer satisfaction theory,using a combination of text and quantitative analysis methods,from the perspective of Sanya city image perception,this paper proposes research hypotheses,designs perception scales,combs relevant literature,and collects web-based text to divide the overall city image perception of Sanya into four measurement dimensions: tourism facilities image perception,natural attraction image perception,tourism environment image perception,and tourism management service image perception.Meanwhile the paper conducts the in-depth analysis on the key words,extracts each element of Sanya city image,and obtains 17 items of measurement.Based on the perspective of Sanya city image perception,this paper constructs the relationship between Sanya city image perception and tourist satisfaction,establishes a theoretical model,and puts forward some theoretical hypotheses to be tested empirically,designs a questionnaire for Sanya city image perception,and uses SPSS software to analyze the survey data of Sanya city image perception and satisfaction.The result shows that the city image perception of Sanya is above the middle level.The image perception level of Sanya natural attraction is relatively high with the mean value of 4.272.Sanya tourism facilities image perception level and Sanya tourism environment image perception level is medium with the mean value of 3.725 and 3.738 respectively.The image perception level of tourism management service is relatively low and the mean value is 3.648.The level of tourist satisfaction is above the middle with an average of 3.763.The four dimensions of overall image perception of Sanya: the image perception of tourism facilities,the tourism environment image perception and the tourism management service image perception all have significant positive impact on tourist perceived value and on tourist satisfaction as well.At the same time,the city image perception of Sanya has an indirect positive effect on tourist satisfaction through the effect of tourist perceived value.That is to say,tourist perceived value has the mediating effect in the relationship between the image perception of tourism facilities,tourism environment image perception,tourism management service image perception and tourist satisfaction.Based on the results of the study,the author puts forward some suggestions to promote the development of tourism in Sanya: 1)relying on the image of Sanya’s natural attractions to enhance the correlation(dominance)degree of tourism resources;2)improving the level of intelligent tourism management to build Sanya’s smart tourism city;3)highlighting the culture of tourism city to build the soul of Sanya tourism city;4)strengthening tourism publicity to give prominence to the tourism image of Sanya;5)To improve the quality of the brand,to create a tourist boutique city in Sanya.