The Research Of The Theme Scenicarea Lingshan Attraction-Based On Tourists’ Satisfaction And Loyalty

With the coming of "national tourism" era, tourism demand will be extremely strong. Tourism market will become more active as well. As one of the most important tourism product, Theme Park has always been highly favored by tourists. What’s more notable, most of the theme parks are not limited to "park" category but "area" with the horizontal expansion and vertical extension of modern tourism. Based on borrowing the foreign experience in developing theme park, China is exploring a new developing pattern of theme scenic area with Chinese characteristics.More and more theme scenic areas have been springing up with the strong market demand, rising investment enthusiasm and fierce market competition. However, only 25% theme scenic areas can be profitable. And most of the theme scenic areas are forgotten after short blooming. So for the theme scenic area now, the priority is how to be profitable and have long time competitive advantage. In this people-oriented society as well as the "customer supremacy" market, tourists’satisfaction and loyalty has a strong practical significance for solving these problems.In this study, the author built a tourists’satisfaction and loyalty structural model on the basis of theme scenic area’s characteristics after the relevant theoretical literature research. Some hypotheses were proposed. And in the further, the theme scenic area’s tourist satisfaction evaluation index system was also built. As one of the most typical theme scenic areas, Wuxi Lingshan attraction was the sample in the empirical investigation. Then the descriptive statistics analysis, factor analysis, sample parametric test and correlation analysis was done to the questionnaire data with the EXCEL and SPSS16.0 so that the hypotheses were verified. IPA analysis was also used to explore the strengths and weaknesses of Lingshan attraction. For the weakness, some improvement advices were proposed so that other theme scenic areas can have a reference.The results show that the tourist demographic (occupation, education, location) had significant differences in the actual perception of some factors and tourists’satisfaction and loyalty. All the six factors of theme scenic area had a significant influence on tourists’satisfaction. But only 3 factors which had a relationship with the theme influenced the tourists’loyalty. As a result, the initial structure model was revised.