Evaluation Research Of Tourist Satisfaction Degree In Yongding Earth Building Tourism Destination

Recently, with the vigorous development of tourism industry, the competition among tourism destinations has been increasingly fierce. In the environment of tourism market oriented by tourists'experience, the improvement in the construction of tourism destinations based on the perspective of tourist satisfaction plays a significant role in enhancing the core competitiveness of tourism destinations. Fujian Earth Building has successfully become the World Heritage since July 7,2008. As an important component of Fujian Earth Building, Yongding Earth Building has become the focus of attention of the tourists all over the world. It has been a hotspot research topic as how to enhance the appeal for tourists and improve the tourist satisfaction for Earth Building as a unique tourist attraction.The paper conducts research in the tourist satisfaction degree of Yongding Earth Building, based on the literature summery of the tourist satisfaction home and abroad and the research in Earth Building tourism. The paper begins with an analysis of the basic current conditions for the tourism development of Yongding Earth Building. Then the author designs questionnaire survey on tourist satisfaction of Yongding Earth Building tourism destination, including the analysis of tourist characteristics and tourist satisfaction. The survey of tourist satisfaction is mainly composed of three parts: evaluation system of tourist satisfaction, tourist evaluation on other issues in the development of tourism destination and the subsequent impact of tourist satisfaction. Analysis of tourist characteristics mainly includes the demographic and travel characteristics of tourists. The author reconstructs the questionnaire survey effectively via the pilot study. Through making field investigation in the four blocks of Hongkeng, Chuxi, Gaobei and Nanxi earth building in Yongding, the author collects 656 valid samples. The paper then revises the evaluation index system using quantitative analysis, determines four impact factors in the development of Yongding Earth Building tourism via IPA analysis, which are focus of improvement, efforts to be continued, low priority and not too much efforts required. This paper provides strategic analysis for the tourism development of Yongding Earth Building, analyzes and evaluates tourist perception in the development situations of tourism destination and subsequent impacts of tourist satisfaction and then summarizes tourist satisfaction towards Yongding Earth Building and the difference among the tourist satisfaction in the four blocks of earth building. The paper in the end proposes the development strategies in Yongding Earth Building based on the perspective of tourist satisfaction and has important reference value on the sustainable development of Yongding Earth Building tourism destination.