The Research Of Tourist Satisfaction In Lushan Based On Tourism Destination Image

Tourism is called"the rising-sun industry of the 21st century."It is one of the fastest developing and most promising new thriving industries in the contemporary world.With the development of Chinese economy and society,tourism has gradually become a new developing and tipping point in the national economy.Also it is receiving close attention from each level of government and scholars in economics. The government of JiuJiang City has listed tourism as a major industry;Lushan Tourism is regarded as a main product in JiuJiang City, as well as in Jiangxi Province. So the sustainable development of Lushan tourism is particularly important. Presently, research on Lushan-tourism is only focused on qualitative analysis and description of it as a tourist destination, missing in-depth and detailed quantitative study from the tourists'point of view. In this background,this research adopts various methods such as questionnaire investigation, field inspection, etc. and using SPSS16.0 to analyze the data. This thesis has carried on a systematic study on tourism destination image, the visitor satisfaction theory, visitor satisfaction testing, measuring technique and statistics analysis,applying them on the study of Lushan-tourism for the first time, which offers new strategy for the operations management of Lushan tourism.Based upon the achievements in the related research, Pre-survey and field survey, the author established the component factors of tourism destination image, and then accessed data and information through formal questionnaire and interview. Carrying out analysis by SPSS statistic software and conduct a descriptive statistical analysis, factor analysis,variance analysis, regression analysis and paired samples T test,The author verified the related assumptions and got conclusions as follow:①There are five motivations that influence tourists choosing Lushan: relaxing the mind and body, the needs of cultural aesthetic and so on.②The factors of tourism destination image conclude: the planning and management of scenic spots, natural and cultural landscape, and so on.③T he travel motivation and tourism destination image differ from person to person.④The image factors show remarkable correlation to the satisfaction of tourist.⑤There are significant differences in tourism destination vision and tourism destination impression.⑥A t last, the author used IPA rules and scaled the management of Lushan as needing enforcement and improvement, keeping up the good work, lowering priority and possible overkill. Based on foregoing analysis, the author discussed the operation management strategies of Lushan.