| Developing tourist industry is one of the important components of developing China’s national economic.However,since 2020,China’s tourism industry has been severely impacted by the epidemic,and the industry’s development has been severely restricted.In order to promote the benign development of tourism in the normalized epidemic prevention and control,the development direction of "Internet + Tourism" was chosen.At present,the development of China’s smart tourism industry is not mature,so it is urgent to promote the reform of smart tourism.Therefore,exploring tourist satisfaction from a tourist’s perspective.And it is necessary to promote the development of the industry with the research goal of improving tourists’ satisfaction.In this paper,smart tourism tourists in Yunnan Province are taken as the research object,and some 5A and 4A smart scenic spots are selected as the research area to conduct empirical research on the influencing factors of the satisfaction of smart tourism tourists in Yunnan Province.The aim is to investigate the factors affecting tourists’ satisfaction,analyze the influence relationship between the factors,further obtain relevant conclusions and put forward certain countermeasures and suggestions.First of all,the literature research method was applied to summarize the existing results of relevant research and to clarified the correlation between the contents of this study,and built a Yunnan smart tourism tourist satisfaction model containing 7potential variables and a total of 34 measurement variables based on the theory of expectation inconsistency,Maslow’s hierarchy of demand,tourism six factor theory,experience economy theory,classic customer satisfaction model and other relevant theories,and put forward relevant research assumptions.Among them,on the basis of comprehensive consideration of existing literature research and the actual situation,the author makes a relatively reasonable division of the dimensions of tourist perceived quality.Referring to the domestic and foreign scientific and perfect scales,the original scale is constructed,and the relevant analysis is conducted through preinvestigation to determine the formal scale.Then,the field survey was conducted on the smart scenic spot in Yunnan Province,and the empirical data was obtained through the questionnaire survey.SPSS25.0,AMOS28.0 and other software were used to use the analysis method of structural equation model to calculate and estimate the survey data,including reliability and validity analysis,exploratory factor analysis,confirmatory factor analysis,path analysis,model fitting test,direct and indirect effect analysis,etc;After a series of empirical studies and analytical discussions,the conclusions related to the influencing factors of tourist satisfaction of smart tourism and its mechanism of action in Yunnan Province were finally verified.The final research results show that the assumptions of the other 13 paths have been verified and supported,except that tourists’ expectations and perceived smart management quality are not significant to perceived value;All influencing factor have a significant positive impact on the result variable of tourist satisfaction,and from the perspective of their direct impact on tourist satisfaction,the ranking from top to bottom is: perceived smart service quality,perceived smart infrastructure quality,perceived smart marketing quality,perceived smart management quality,perceived value,and tourist expectations.At the same time,there is a significant correlation between the influencing factor variables,and there are some simple intermediary effects and chain intermediary effects between the variables and tourist satisfaction;Therefore,there are direct effects and indirect effects in the influence path of each variable on tourist satisfaction;Then,according to the overall impact of each influencing factor variable on tourist satisfaction,the impact strength ranked from large to small is: tourist expectation,perceived smart service quality,perceived smart infrastructure quality,perceived smart marketing quality,perceived smart management quality,and perceived value.At last,according to the above-mentioned influencing factors,the author proposes some measures and recommendations to enhance Yunnan Province’s smart tourism tourist satisfaction. |
