Study On The The Relationship Among Tourists' Satisfaction, Recommendation And Revisiting Degree

With the vigorous development of tourism industry, tourism festival is rapidly becoming a a new type of tourism products in recent years, which has characters of distinctive theme, colourful activities, festive atmosphere and broad participation. The number of different types and sizes of festivals are becoming larger and larger, but there are not many tourism festivals which have good economic returns among thousands of domestic tourism festivals.To make a sustained and healthy development of tourism festival, it is very important to understand the wishes of tourists'behavior and enhance their satisfaction. Thus, study on the tourists'satisfaction factors of tourism festival and the relationship among tourists'satisfaction, recommendation and revisiting degree has a strong practical significance.This study is based on tourists'satisfaction theory, take Qingdao International Beer Festival as an example, to explore tourists'satisfaction factors of tourism festival and the relationship among tourists'satisfaction, recommendation and revisiting degree. Hoping to provide reference theory for raising the management level of Qingdao International Beer Festival.In this study, questionnaire survey has been done during the Qingdao International Beer Festival in the International Beer Town, and SPSS 12.0 and AMOS7.0 are used to analysis the datas. Results showed that there are mainly six aspects factors affecting tourist satisfaction for Qingdao International Beer Festival, including the level of urban development, tourism goods and services, festivals services, tourism sanitation, ancillary services, special programs and facilities. Regression analysis has been also proven that the six aspects have closely relationship with the tourists' satisfaction, and the level of urban development and tourism sanitation are the most important factors. Structural equation model about tourists' satisfaction, recommendation and revisiting degree of Qingdao International Beer Festival is built by using AMOS 7.0 software, indicating that the level of urban development, festival services, and tourism sanitation are closely related with tourist satisfaction; but the tourism products and services, ancillary services, special activities and facilities have little impacts on the tourists'satisfaction. The study also shows that tourist satisfaction of the Qingdao International Beer Festival has close relationship with the recommendation and revisiting degree.Furthermore, the revisiting behavior of tourists on Qingdao International Beer Festival has a more important significance than the recommendation behavior.Based on the study of factors affecting tourists' satisfaction, and the relationship among tourists'satisfaction, recommendation and revisiting degree of Qingdao International Beer Festival,opinions are carried out in this paper that in order to hold Qingdao International Beer Festival successful,it is necessary to improve the overall level of the city, speed up urban development; enhance the value of tourist perceptions, weaken the price perceptions; enhance festival locale service and management; and do the tourism sanitation work well.