Based On The Tourist Satisfaction Degree Of University Tourism Product Development Research

With the coming of tourism times, university town has been chosen by more andmore tourists for tourism destination. In that case, how to perform the tourism function ofuniversity town in order to better meet tourism’s need should be a focus of academicstudy. It is necessary to build an evaluation system of tourists’ satisfaction of universitytown, so as to improve the tourism experience. As an important indicator of touristdemand, the tourist satisfaction has significant academic meaning. Because the presentstudies of tourist satisfaction influencing factors lack the consideration of universitytown’s characteristics, those researches could not reflect the true tourist satisfaction levelobjectively. For this reason, more researches of tourist satisfaction should be done on thebase of university town characteristics.This paper has a systematic review of related literatures of home and abroad at first,then seriously analyzes and summarizes the concepts of tourist satisfaction and educationtourism. In the second part, according to the principles of objectivity、versatility、hierarchy、 independency and operability, through the integrating way of expertssuggestions and literatures study, based on the expectation-perceived performance theory,taking the characteristics of university city into consideration, this paper establish atourist satisfaction model including six variables, and a questionnaire is designedaccording to the model. Through factor analysis, six factors (landscape quality,infrastructures, food experience, recreation items, service quality, transportation condition)are extracted as the influencing factors of university city tourists’ satisfaction. In the thirdpart, an importance-performance analysis has been done on these factors based on aboveanalysis. According to the results of importance-performance analysis, considering theproblems existing in the tourism development of Guangzhou University City, a tourismproducts plan has been put forward, which consisting of tourism image plan、developingsystematic tourism products、developing three core tourism products and buildingsupporting system.