A Study On Tourist Satisfaction In Urban Best Practices Area Of Shanghai Expo

2010 World Expo led a new leap of tourism industry in Shanghai. Over 70 million tourists brought tremendous challenges to Shanghai tourism industry. In Shanghai Expo, there were two major innovative projects, namely the Urban Best Practices Area and Internet Expo. As one of the innovative projects,how to maintain and strive for tourists has become an important research topic for UBPA. Tourist satisfaction is a key indicator that reflects the competitiveness of UBPA and tourist demands. So the research of tourist satisfaction is significant and important. Although Shanghai Expo only last for half a year, it is very valuable legacy need to do the studies for the Urban Best Practices Area in this period.On the basis of the literature research of tourist satisfaction, this paper puts forward 5 hypothesis, takes a questionnaire survey to investigate the tourist satisfaction of the Urban Best Practices Area tourists, using SPSS13.0 and AMOS 8.0 software for data processing and analysis. The main analysis methods are main factor analysis, variance analysis and structural equation model and so on. The major conclusions are summarized as follow:First, the evaluations of the tourists about the Urban Best Practices Area are positive, and all the service quality, the transform quality, the infrastructure quality and the entertainment quality have been above 5 points(1 is the lowest and 7 is the highest). But the food in UBPA hasn't got recognition, and most visitors haven't had lunch or supper in the UBPA.Second, demographic factors have a certain impact on the perceived quality about the Urban Best Practices Area. There are great differences on age, education and career level for the perceived quality, but gender and revenue have smaller impact.Third, there is no significant relationship between the image of UBPA and tourist satisfaction by the structural equation model. But the perceived quality has the direct impact on tourist satisfaction and has the indirect impact on the recommendation intention; the tourist satisfaction has the direct impact on the recommendation intention. Finally, based on empirical findings of the study, this paper put forward some suggestions in order to leave some gifts for the World Expo and provide the reference for the similar tourist destination.