Research On College Students' Satisfaction Of World Heritage Destination Tourism

Since China's education reform in1999and the enrollment expansion of universities across the country, the number of college students has increased steadily. Statistically, in2010, China's colleges and universities graduate students and the college students had reached more than22,850thousand, including undergraduate ratio of51.6%. In terms of population, tourism will, funding sources, travel time, the conditions of college students as potential and reality of the tourism market has matured. But at present whether in tourism practice or in theoretical research, college students' tourism has not received due attention. Meanwhile, college students travel motives are more inclined to cultural type, they prefer the scenic areas and scenic spots of the folk customs. World Heritage is a relatively high natural endowments and cultural quality tourism resources. Since the late1970s after the publication of the first batch of World Heritage, World Heritage tourism is nurturing and marketing as a new tourism product in Western countries. Today, as a world phenomenon, the "heritage tourism" has become an effective form for human to strike a high degree of harmony with the outside world. It has become a necessary part of social life for the high quality returning to nature and history. And the success of the World Heritage tourism Development lies in the evaluation of the satisfaction of visitors to their travel experience. Based on the above reasons, this paper makes an empirical research of college students'satisfaction of World Heritage destination tourism.This research is divided into five parts totally:the first part reviews the relevant literature, sums up the achievements in this field and establishes the methodology and the framework which this paper follows. The second part focuses on discussing several related theoretical basis and defining core concepts which this paper involves. Based on the first two parts, the third part draws up a tourist satisfaction measurement index model and system for World Heritage destination tourism, then applies expert evaluation method to amend the initial system and determine the index weight. The fourth part is the empirical study, analysis the questionnaire of college students' satisfaction of World Heritage destination tourism. First, this paper does a descriptive statistical analysis for the Students'behavioral characteristics of World Heritage tourism. Then use the weighted average method to measure the college students' satisfaction degree of World Heritage destination tourism. With the software SPSS17.0, the writer applies correlation analysis to study correlation between the variables. Finally, analyze the difference of college students'satisfaction of World Heritage destination tourism based on different demographic characteristics and travel behavior characteristics. The last part attempts to give some recommendations and measures for improving college students'satisfaction of World Heritage destination tourism.