Survey On Tourist Satisfaction In Coconut Ancient Village Scenic Spot

Hainan is the settlement of the Li and Miao people.The Li people is the most primitive resident of Hainan Island.The Li people has a splendid cultural history of thousands of years.The Miao people migrated to Hainan from Guangxi during the Jiajing to Wanli years of the Ming Dynasty,thus living in Hainan.Including li boat house,brocade,li miao batik,miao handmade silver and li and miao eating habits,marriage,music,dance and other cultural resources are very rich and colorful,more intangible cultural heritage.However,throughout the text literature,although experts and scholars have some research on the Coconut Ancient Village Scenic area,there are less research and analysis from the perspective of tourists,so it is necessary to study the satisfaction of tourists in the Coconut Ancient Village Scenic area.Coconut Field Ancient Village scenic spot is the concentrated display place of Li and Miao ethnic culture.We urgently need to protect the spiritual home of Hainan and carry forward the excellent ethnic culture.Coconut Field Ancient Village scenic spot is an important window for Hainan to show the Li and Miao ethnic culture to the world,and also an important part of the development of tourism in Hainan.This study is based on,the guidance of the customer satisfaction theory,On the basis of collecting,sorting out and analyzing the relevant literature and data,From the evaluation of the perspective of tourist satisfaction and the questionnaire information of tourists’ satisfaction of the Coconut Field Ancient Village Scenic spot,Using SPSS22.0 software for reliability and validity analysis and ROST CM analysis tools,According to tourists’ first impression of the scenic spot and their evaluation,As well as field research and other ways of coconut field ancient village scenic area tourist satisfaction research,It is pointed out that the main factors affecting the satisfaction of tourists in scenic spots are as follows:(1)The quality of tourism service is also difficult to meet the needs of tourists;(2)Insufficient excavation of innovative intangible cultural heritage;(3)Tourism products are not ornamental and interactive experience is not sufficient;(4)Tourism commodities need to further enhance the cultural creativity with characteristics;(5)The publicity of ethnic minority culture is not in place.This paper finally puts forward the following suggestions to improve tourist satisfaction:(1)improve quality and efficiency,promote development and improve the reputation of the scenic spot;(2)to create intangible cultural heritage + series of new tourism forms;(3)immersive interactive experience and viewing of the same frequency;(4)to explore the characteristics of scenic culture products;and(5)to promote and promote the minority culture.This study aims to display the excellent traditional culture of Li and Miao people more three-dimensional and diversified through the window of the ancient village scenic spot,so that the intangible cultural heritage of Li and Miao people can be better inherited and developed,and further promote the development of tourism resources of the ethnic minorities in Hainan,and help the construction of Hainan free trade port.