Research On The Evaluation And Improvement Of Tourist Satisfaction In Hengdian World Studios Scenic Spot

In recent years,with the rapid development of China’s society and economy,the general public has put forward higher requirements for the demand of tourism.Especially after the development of the integration of culture and tourism,China’s cultural tourism industry has been developed rapidly.In the process of tourism development,each tourist destination scenic spot according to its own characteristics,strengths and weaknesses,all want to occupy a place in the fierce market competition,and share more of the market cake.It is the pursuit of each tourist attraction to make tourists have a better travel experience and thus generate better tourist satisfaction.Hengdian Studios World scenic spot is to make use of its own film and television characteristics to develop good film and television tourism.This paper points out the background and significance of the study based on the national policy and the current situation of the development of Hengdian Studios World;then it combs through the relevant domestic and foreign studies and literature to determine the research content,research significance,research methods,research ideas,research technology roadmap and innovations;then it defines the concepts of film and television tourism,tourist attractions and tourist satisfaction,and uses the theory of tourist experience,the theory of sustainable tourism development and tourist expectation theory as the theoretical basis of this study.In the actual study,the development history and tourism development of Hengdian Studios World were systematically reviewed,and the satisfaction measurement system was designed around the tourist satisfaction of Hengdian Studios World,and a field questionnaire survey was also conducted on the case tourists.After the questionnaire survey,the collected data were organized and analyzed by SPSS software to derive relevant data,and then the IPA four-quadrant diagram was drawn by SPSS software according to the visitor satisfaction and importance data,and the results of four different quadrants were obtained.The research results show the satisfaction of hengdian World Studios’ film and television tourism.The tourists think that 10 factors such as restaurant environment and location,accommodation price,tourism resource abundance,entertainment quantity and so on are satisfied and important,which are the advantages of Hengdian World Studios.The tourist environment,staff service level,public rest facilities and tourist consultation are high in satisfaction but low in importance.Hengdian World Studios should limit resource investment in these four factors.The price level,sanitary conditions,theme film and television elements,comfort,tourism and shopping elements and other 15 factors are not high in satisfaction,importance is not high,hengdian World Studios postponed increasing investment areas.Dining local characteristics,accommodation comfort,transportation convenience,transportation comfort,ticket prices and other 9 factors are the focus of hengdian World Studios improvement.According to the IPA results,a targeted study on the way to improve satisfaction was carried out.