Research On Tourist Satisfaction And Its Influencing Factors Of Jingzhou Fangte Theme Park

In the post pandemic era,as the economy gradually recovers,the demand for outbound tourism and theme parks continues to increase.How to improve service quality and increase tourist satisfaction is currently the focus of attention for various theme parks.In view of this,this article takes Jingzhou Fangte Theme Park as the research object.Firstly,it explores the development overview and problems of Jingzhou Fangte Theme Park;Secondly,based on customer value theory and customer satisfaction theory,a satisfaction evaluation model was constructed and relevant hypotheses were proposed;Then a questionnaire was designed,surveyed,and data was collected.Finally,quantitative analysis was used for empirical research to explore the satisfaction of tourists and its influencing factors in the Jingzhou Fangte Theme Park.The study found that:(1)tourists’ perceived value of the Jingzhou Fangte Theme Park(5 points are full marks,the same below)was ranked as follows: entertainment value3.93,safety value 3.92,experience value 3.54,cultural value 3.49,and service value3.25.The perceived cost score is 3.71 for time cost and 3.19 for economic cost.(2)The entertainment value,service value,experience value,and cultural value have a positive impact on the satisfaction and loyalty of tourists in Jingzhou Fangte Theme Park;The safety value has a significant impact on the satisfaction of tourists in Jingzhou Fangte Theme Park,but it does not have a significant impact on the loyalty of tourists;Economic and time costs have a negative impact on tourist satisfaction and loyalty in Jingzhou Fangte Theme Park,while perceived value and perceived cost mediate loyalty through tourist satisfaction.(3)Some demographic variables have a significant impact on tourist satisfaction.The regional differences of tourists have a significant positive impact on satisfaction,that is,tourists from outside the province have higher satisfaction;And monthly income has a significant negative impact on tourist satisfaction,with higher income leading to lower tourist satisfaction.There is no gender or age difference in tourist satisfaction,and there is no demographic variable difference in tourist loyalty.To improve the satisfaction of tourists in Jingzhou Fangte Theme Park,this thesis proposes improvement measures from five aspects: improving service concepts,optimizing product pricing,optimizing queuing processes,improving park management,and strengthening cultural characteristics.