Research On Tourist Destination Satisfaction Based On QVSA Model

During the CPPCC sessions, Premier Li Keqiang made the claim that”implement the paid leave system, standardize the travel order, formally meet the emerging era of mass tourism”. Known as the “golden industry”, tourism is playing a more and more important role in promoting the economic. Recent years, tourist satisfaction has become the measure of the tourism development, concerned by the local government and tourism-related domestic and foreign scholars. With the exacerbating Tourism market competition and the growing diversity of the needs of tourists, local government should provide tourists with the right products and services,put the “tourist satisfaction” as an important indicator for the greatest satisfaction of tourists, and improve the core competitiveness of local tourism.Since the tourism development in Luoping, the whole tourism industry still rely on the natural tourism-based this is in the early stage of development in tourism.There are many outstanding issues, such as the tourist service facilities are backward,the quality of service is not high, the integration of the tourism and culture is not enough, and the tourism products are rich. I search through the database of information about "Luoping tourism", there are only 34 results. The researchs about Luoping are fragmented, there is no research from the point of view of tourists on the of tourist satisfaction, so it’s difficult to give a guide to the local government. So, to some extent, the research on tourist satisfaction in Luoping can make up for the gap theory.The study of tourist satisfaction has achieved relatively mature results, providing a reliable theoretical basis, but there are still some shortcomings, which provides some space. Through the study literature review and in-depth interviews, according to the actual situation of the Luoping, develop a tourist perceived quality measurement scale, in order to better evaluate the accuracy of Luoping tourist satisfaction measurement and identify the measurement scale of other variables. Based on the ACSI model and structural equation model, according to the relation among variables,determine the structural equation model about the tourists perceived quality, tourists perceived value, tourist satisfaction and tourist behavioral intention, namely the QVSA model of this study.Through questionnaires to collect data and make the descriptive analysis to understand the basic characteristics and behavior characteristics of tourists, it’s clear to understand the major tourism market. Prior to factor analysis, test the reliability and validity of the data, to determine the accuracy, validity and reliability. Through the principal component analysis, we can know the main factors of the tourist satisfaction are tourism activities,tourist attractions,tourism facilities, tourism atmosphere.Through the correlation analysis, we can know the relationship between tourist satisfaction and tourist behavioral intentions, and tourist satisfaction and recommendation intention, the price tolerance, the intention to come again are positively correlated, and with tourists complain is negative correlation. Finally, we can draw touristsatisfaction through the weighted summary.Based on the results of the research, we can improve the tourist satisfaction through the tourist perceived quality, perceived value and tourist characteristics. In terms of the touristperceived quality, we can take corresponding measures from the environment, entertainment, transportation, accommodation, shopping and related services to improve tourist satisfaction. In terms of perceived value, we can improve the functional value and the situational value to improve the tourist satisfaction.According to thedescriptive analysis, we can provide the right tourism products and services for the young, highly educated, independent travel, short-term tourists.