An Empirical Study On Tourist Satisfaction In The Baishuiyang Resort, Ningde World Geological Park In Fujian

Tourist satisfaction is the key to measure success and failure of the operation and management of a scenic spot. In today’s fierce market competition enviorment, a destination area can maintain sustainable and stable development so as to kep an invincible position only through continous improvement of tourist satisfaction. Based on extensive review of related studies at inland and abroad,23indicators from7aspects concerning food, coommodation, transportation, tourist resource, shopping,entertainment and service were selected to construct a evaluation index system for assessing tourist satisfaction, On this basis, an empirical study on tourist satisfation was conducted with457individuals visiting the Baishuiyang resort, one of the scenic spots in Ningde World Geological Park. The combined analysis of the Analytic Hierarchy Process (AHP) and Fuzzy Comprehensive Evaluation shows that the overall level of visitor satisfaction is satisfactory. The sequence of tourist satisfaction with the destination factors from high to low is:tourist resource, entertainment, food, shopping, transportation, service, accommodation. T test and the ANOVA analysis indicate that there exist partially significant differences in tourist satisfaction for a few sensitive issues among tourist groups with different demographic characteristics. According to the research results, some countermeasures and suggestions with respect to the reasonable operation and management for the Baishuiyang resort in Fujian were put forward.