| The 14 th five year plan of the state proposes that the country should implement the strategy of Rural Revitalization to prosper and develop special tourism products,have cultural undertakings and cultural industries,and enhance four confidence to enhance the soft power of national culture.As a product characteristic between tourism products and cultural products,tourism performance products have low cost and strong expressive power,which can provide new ideas and approaches for Promoting Rural Revitalization and cultural tourism integration.However,the research on tourism performance in China is lagging behind.The research objects are mainly focused on the "impression" series and "see again" series in the population gathering places,which can not provide corresponding guidance for the development and promotion of small tourism performance products in remote areas.In the current environment,large-scale tourism performance products have a set of mature experience and models in operation.Therefore,it is of great significance to construct the tourist satisfaction model of small tourism performance products in ethnic areas,which plays an important role in the future social development of tourism performance products in China.This paper,based on CCSI(China customer satisfaction index)model,measures the tourists’ satisfaction of the small tourism performance product "Yao Dujie folk performance" in guzhan village,Jinxiu Yao Autonomous County,by combining theoretical research and empirical research.Based on the results of the model operation,the improvement and improvement scheme is proposed to develop similar small-scale tourism performance products The exhibition provides guidance.First,based on the original CCSI model,the measurement model has six dimensions: customer expectation,perceived value,perceived quality,brand image,customer satisfaction and customer loyalty.11 corresponding hypotheses are put forward.At the same time,26 observation indexes of six dimensions are determined according to the characteristics of small tourism performance products in minority areas.Secondly,the Yao Dujie folk custom performance is selected as an empirical study,and the established observation indicators are compiled into questionnaires for distribution,and the reliability,validity and the fitting degree of the model are tested.The results show that the CCSI model used in this time is very good at testing the satisfaction degree of tourists in Yao Dujie folk performance,and 11 hypotheses are established.At the same time,it is found that the overall satisfaction of Yao Dujie folk performance is still good,but there is room to be improved in four dimensions,including customer expectation,brand image,perceived quality and perceived value,which affect the tourists’ satisfaction and customer loyalty,and needs to be optimized.Based on the verification of structural equation model,the weight of the index is determined by its path coefficient,and then the membership degree is determined by expert scoring method.The overall index of tourists satisfaction and the index of grade I index of tourist satisfaction in the Yao Dujie folk performance are obtained.Finally,according to the analysis results of tourists’ satisfaction in the Yao Dujie folk performance,the paper puts forward "cooperate with the building of tourism IP of Yaodu in Jinxiu County,focus on enhancing brand image","increase marketing means,promote the performance products of Yao Dujie folk performance in multiple channels","coordinate the interests of all parties and employ art guidance to optimize the perceived value of tourists" and "create a good festival" The purpose effect and service attitude,promote the improvement of tourists’ perception quality. |
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