Measurement And Optimization Path Of Tourist Satisfaction With Nighttime Tourism In Dounan Flower Market

This paper retrieves a large number of documents and materials,taking Dounan Flower City as an example,using the theory of tourist satisfaction,sustainable development theory,tourist experience theory,field survey method and questionnaire survey method,and using SPSS and AMOS mathematical statistics tools to analyze data.Based on the perspective of tourist satisfaction,this paper discusses the night tourism in Dounan Flower City,analyzes the existing problems of night tourism in Dounan Flower City,and puts forward the corresponding optimization path.Firstly,it briefly explains the topic selection of the article,such as the significance,background and summary of the topic selection of the article;secondly,it introduces the current situation of night tourism development in Dounanhua City,including location overview,tourism development status and favorable conditions of Dounanhua City;then it is the survey and analysis of the night tourism tourist satisfaction in Dounanhua City,including the construction of the tourist satisfaction evaluation index system,the construction principle,the selection of the evaluation index,the design and investigation of the questionnaire,the distribution and recovery of the questionnaire,the data analysis,the confirmatory factor analysis and the measurement model,the model matching test,etc.Then it is the night tourism tourist satisfaction evaluation analysis of Dounan Flower City.It includes the overall perception evaluation of tourists in night tourism,the low index analysis of tourists ’ satisfaction evaluation in night tourism,and the problems of night tourism in Dounanhua City.Finally,the optimization path of night tourism in Dounanhua City.Including optimization principles,optimization path,establish and improve the security system;and the conclusions and shortcomings of the article.The conclusions of the study show that : First of all,tourists ’ satisfaction with night tourism in Dounan Flower City is low,and there is still a large distance from tourists ’ satisfaction.The dimensions of dissatisfaction are mainly manifested in night tourism management services,night tourism product experience,night tourism entertainment consumption,night tourism accommodation and catering services,and night tourism infrastructure.Secondly,the main problems of night tourism in Dounanhua City are :(1)the lack of characteristics of night tourism product development,the lack of in-depth exploration of cultural connotation(2)the lack of night management service capacity(3)the imperfect night tourism infrastructure(4)the lack of night tourism reception capacity(5)the imperfect night tourism business circle.The specific measures are as follows :(1)to create characteristic night tourism products,promote the integration of culture and tourism(2)to improve the night tourism management service ability(3)to improve the night tourism reception ability in an all-round way(4)to improve the night tourism infrastructure(5)to strengthen regional planning and play the agglomeration effect.