| In the increasingly competitive market conditions,there is no satisfied tourists,there would be no stabile large-scale flow of tourists,even no the core business of the competitiveness of tourist attractions.Tourist satisfaction degree is very important to a successful destination marketing,because it directly impacts on the choice of tourists to the destination,products and services,consumer and the decision to revisit,understanding visitors satisfaction must be the performance of the basic parameters for evaluating the destination of products and services.How to create a tourist destination is the main objectives and tasks for tourism scholars,tourism, government and tourism practitioners to study the competitiveness of tourism.From the perspective of tourists,studying the satisfaction of visitors to an area is rather significant for the area finds weak links, strengthens the construction of scenic spots,improves the level and quality of service of the area and promotes the sustainable development of the area.Yuelu Mountain Scenic Area which locates in Changsha of Hunan Province and acts as the4A level scenic areas of country,national scenic areas and the national key cultural relics protection units, facing a range of issues for how to take advantage in similar tourist areas,how to improve the quality and level of service,how to improve the attractiveness force and expand market size on the basis of the original source markets, how to speed up industrial restructuring and structural optimization and upgrading,so the case of tourist satisfaction convants the key to reflect and solve these problems;and at the same time always paying attention to visitors’satisfaction,improv ing visitors’satisfaction has become the necessary means for Yuelu Mountain Scenic Area to improve quality upgrade and enhance market competitiveness.This paper firstly reviews the research situation of the domestic and foreign tourist satisfaction as the choosing basis of research object and summarizes and analyses research results of domestic and foreign scholars on satisfaction and relatively writes the thesis based on mature research results at home and abroad.In order to accurately measure the Yuelu Mountain Scenic Area Visitors’satisfaction situation,the author follows the protection of the main important indicators,guiding principles,based on tourism from the tourist attractions in the selected key process that can reflect the satisfaction of tourists,covering six Traveling factors containing eating,housing,transportation,travel,shopping and entertainment elements of a six-level indicators,19indicators and18secondary level indicators;Building the evaluation model,using SPSS software and entering the relevant data,tourist satisfaction was comprehensively assessed and the indicators used IPA to analyze the importance of the relationship between actual performance and tourists and ultimately comed to research results:(1)Tourist satisfaction index of Yuelu Mountain Scenic Area is high;(2))The tourist satisfaction of landscape,tourism service,employee quality,scenic image and tourist loyalty have a significant relationship of positive correlation;(3)Yuelu Mountain Scenic Area reflects that the most prominent problem is that the type of shopping is single, tourism projects do not have the features and entertainment is poor.Finally,based the problems that the data analysis results reflected,to upgrade the improvement area,enhance the attractiveness and increase tourism revenues,to achieve the effective management and protection of scenic areas and sustainable development,this paper puts forward countermeasures based on the results. |
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