Spatial Pattern And Influencing Factors Of Hotel Tourist Satisfaction In Sanya City Based On OTA Scoring

The Fifth Plenary session of the 19 th CPC Central Committee pointed out that China’s economy has shifted from a high-speed growth stage to a high-quality development stage and is in a critical period of transforming the mode of development,optimizing the economic structure and transforming the driving force of growth.For the hospitality industry of modern service industry,achieving customer satisfaction is the fundamental requirement for its high-quality development.However,due to the low entry threshold of the industry,the number of various types of hotels has risen rapidly,which has led to practical problems that seriously affect the customer accommodation experience and satisfaction.In this context,rich research on hotel tourist satisfaction has been conducted in academia,but research on hotel tourist satisfaction based on spatial analysis methods combined with micro-city scale has yet to be added.Supported by Internet mining technology,this study uses OTA scores as the evaluation index of hotel tourist satisfaction,takes the tourism-dependent city of Sanya as a case site,applies Arc GIS spatial analysis tools to reveal the spatial distribution pattern of hotel tourist satisfaction at the city scale,and utilizes general linear regression models and geographically weighted regression models to analyze the influencing factors of hotel tourist satisfaction and its spatial heterogeneity.The research results show that:(1)the overall hotel tourist satisfaction rating in Sanya is at B level and above,but the regional unevenness is outstanding,showing the spatial characteristics that hotel tourist satisfaction in the eastern part of the city is generally better than that in the central and western parts.(2)There are large differences in the level and spatial pattern of tourist satisfaction between economy hotels and luxury hotels.Luxury hotels are significantly more satisfied than economy hotels,with the former being in the A level overall and the latter in the B level and below.Among them,the A level satisfaction areas of economy hotels are fewer and scattered in the study area in a scattered pattern,while the B and C level satisfaction areas are distributed in clusters;the A level satisfaction areas of luxury hotels show a pattern of overall concentration and local dispersion,while the B and C level satisfaction areas are scattered.(3)In terms of sub-dimensions,tourists rated slightly higher on service satisfaction in the hospitality industry,similar on hygiene satisfaction and environmental satisfaction,and lower on facility satisfaction.Spatially,the spatial pattern of the four satisfaction ratings is roughly similar,with tourist satisfaction in the near sea clearly higher than in the inner city,and showing a decreasing distribution from east to west.(4)The four satisfaction scores of economy hotels and luxury hotels were consistent with their overall satisfaction level.Spatially,the four satisfaction scores of economy hotels showed irregular distribution characteristics,with different levels of satisfaction units staggered in the study area;the four satisfaction scores of luxury hotels showed a distribution trend of high in the east and west and low in the middle.(5)Newness of facilities and equipment,price level,market enthusiasm and traffic conditions mainly have positive effects on hotel tourist satisfaction,hotel scale and business prosperity mainly have negative effects on hotel tourist satisfaction,and the spatial heterogeneity of each influencing factor is significant.The public service level does not pass the significance test.In response to the above findings,this study proposes the principles of adaptation to local conditions and classified governance,and makes specific recommendations from the hotel and government levels,with a view to comprehensively improving the satisfaction of hotel tourists in Sanya and promoting the high-quality development of the hotel industry.This study has important theoretical and practical significance for enriching the theoretical research of hotel tourist satisfaction and the construction of Hainan International Tourism Consumption Center.