Tourist Satisfaction Degree Evaluation System Construction Of Tourist Attractions

Tourist satisfaction degree can reflect not only attractiveness and competitiveness of the tourist attractions, but also tourism development status of the country.Through summarizing the research literature on tourist satisfaction degree evaluation system in the last30years, this paper found that the tourist satisfaction degree measurement models used mostly abstract structural equation model, which was useful for professional and academic researchers but to tourist attractions was unpractical and of little instructive effect. Therefore, this paper centered tourists’six basic demand factors, which consisted of food, accommodation, transportation, sightseeing, shopping and entertainment, and combined it with the service process provided by general tourist attractions resulting in establishing a comprehensive and systematic tourist satisfaction degree evaluation system. This system contained three levels--the object level, the item level and the factor level.Then, this paper selected the Forbidden City in Beijing as a case study. By making some adjustment, tourist satisfaction degree evaluation system of the Forbidden City was built, which was designed into visitors’ questionnaire to carry out an on-the-spot investigation. Through analyzing the investigation data, this paper calculated the level of overall tourist satisfaction and of each index. What’s more, an analysis report was given out by using cross variables analysis about tourists’gender and age with their satisfaction levels of public management and entertainment service. On the basis of the analysis report, some recommendations regarding to better development of the Forbidden City were put forward.Finally, this paper discussed the current situation of domestic tourist satisfaction degree measurement work, and proposed some sustainable development suggestions. The hope was sincerely held that this tourist satisfaction degree evaluation system construction of tourist attractions can enrich the research content, at the same time help to improve China’s tourism environment, enhance domestic tourist attractions’management and service, and finally go on sustainable development.