Study On Tourists' Satisfaction With QHD Tourism Supply Chain

With the improvement of people's wealth and the growth of people's leisure time,the demand of domestic tourism has been continuously stimulated and increased at ahigher speed. Tourism destinations constantly improve and upgrade the tourism supplychain in tourism city in order to obtain the competitive advantage, seeking for thewhole range of development and the improvement at overall level, realizing thesustainable development of the tourism.This study based on the relative analysis and references both at home and abroadanalyzes the theory background, research status, satisfaction of tourism supply chainand supply chain quality management, and the relationship between them.Based on the theory, the paper points out its elements, and analyzes the currentsituation from four aspects, the travel service integrator, public service providers,commercial service providers and tourist attraction.According to the theory of supply chain and satisfaction, the study establishes35observing indexes used to measure elements, adopting the statistic sample ofquestionnaire, using structural equation model to evaluate the satisfaction model oftourism supply chain. Meanwhile, the study analyzes the influence of tourism supplychain quality management from all aspects. According to the characteristics of theobject, combined with structural equation model analysis method, the study based onthe basic theories puts forward the theoretical model and research hypothesis,analyzing the model of tourism supply chain satisfaction which includes indexquantification, data quality analysis and so on. Finally, the study verifies and provesthe model and hypothesis, getting the effect of weight coefficients of overallsatisfaction of public service providers, commercial service providers and touristattraction of tourism supply chain, clarifying the key factors which influence thesupply satisfaction.Combined with the theoretical analysis and the development state of tourism supply of QHD, the study presents the strategy of improving the satisfaction oftourism supply chain and the satisfaction of every element, which will provide certaintheory basis for the development of tourism supply chain of QHD, and the satisfactionof tourists.