The Study On The Tourist Satisfaction Degree Of Urumqi Tourism Industry

In recent years, with the rapid development, tourism industry is becoming more and more important in the social and economic development in Urumqi. The development of tourism industry in Urumqi has many advantages such as resources, brands, policies and so on, but it is also restrained by such adverse factors as seasonal, far away from the source markets, uncertainty and unexpected factors. Compared with the central and western same level cities, Urumqi is relatively backward in the development of tourism industry. In order to improve the competitiveness of the tourism industry in Urumqi, it is necessary to establish tourist satisfaction evaluation system from the perspective of tourists to make a comprehensive analysis of the tourism industry. And based on the empirical analysis, recommendations for improvement are proposed.First, this article has combed the literature about tourist satisfaction, and the tourist satisfaction is divided into individual satisfaction, overall satisfaction and composite satisfaction. Based on the customer satisfaction model of the United States, a logistic model including seven variables and visitors'satisfaction evaluation system are established. This paper is through access to information, interviews, questionnaires and other methods to obtain research data and information. Using SPSS statistical software to make descriptive statistics, factor analysis, correlation analysis and two logistic regression analysis, the relevant assumptions are verified and conclusions are that:(1)The visitors to Urumqi are of rich travel experience, and are visitors of modern tourist characteristics.(2)The tourists'quality perception factors of Urumqi visitors are including guided tours factor, shopping factor, tourism traffic factor, tourism accommodation factor, tourism entertainment factor and tourism landscape factor.(3)The factors which have distinct influence on the overall satisfaction degree are followed by tourism transport factor, tourism landscape factor, tourism entertainment factor and guided tours factor(;4)The overall tourists'satisfaction has a weak positive correlation with the expectance before traveling, low correlation with the visitors'willingness to visit again, and moderate correlation with the visitors'recommendation willingness.(5)From the overall visitors'satisfaction and the composite tourists'satisfaction viewpoint, the indicators selected by the composite tourists'satisfaction can reflect the status of the composite satisfaction, indicating that the selection of indicators and satisfaction evaluation model are valid.(6)The basic situation of population is of significant influence on the tourist satisfaction, and there are great differences in the tourist satisfaction with different age, education, travel experience and travel motivation.Finally, based on the empirical analysis, recommendations to improve the tourists'satisfaction of Urumqi tourism industry are proposed.