The Research Of Xiamen City Tourism Development Base On The Perspective Of Customer Satisfaction

In recent years, more and more tourism industry jobholders and experts attach their importance to the development of city tourism. Xiamen is a frontier city of China’s practice of reform and opening up, Since1998, when Xiamen was identified as China’s first batch of excellent tourism cities, its tourism industry has been developing steadily. Nowadays, this sweet and beautiful tourist city, tries to realize the transformation from "tourist city" to "city tourism". As the marketing environment is in dynamic change and with the advent of the era of new economy, tourism consumer personality regression and initiative is enhancing, how Xiamen will respond to the market changes, how it will increase its attraction to tourists, and how it will improve its customers’satisfaction rate have become the key issues for the sustainable development of tourism.This essay attempts to stand in the customer’s point of view, starts from Customer expectations and needs, searches the developing path for Xiamen city tourism under the perspective of customer satisfaction. Firstly, it will review the scholars, at home and abroad, which was based on the theory of customer satisfaction and city tourist development, Using its model and framework with the combination of quantitative and qualitative methods, through the social survey and comprehensive evaluation. Overall the expectation of the tourists to Xiamen is higher than their actual feelings and the evaluations are between "satisfied" and "dissatisfied". Among the eight dimensions of affection, sightseeing, entertainment and public services are needed to be improved. And in the index of the tour, there is a big difference between the satisfactions of the tourists to attractions on the main island of Xiamen and to the attractions in the outside parts of the main island in Xiamen.Based on the perspective of customer satisfaction, the author proposes some suggestions for the development of Xiamen city tourism:Firstly, use the advantages fully, and set up the city tourism concept. Secondly, in pursuit of customer satisfaction as the goal to implement the strategy of customer satisfaction. Thirdly, follow the internationalization concept to innovate the marketing approach. Finally, focus on the weakness and improve quality to build "The Big Xiamen Tourist Circle". Practice shows that the integration of outside and inside Island tourism, richness of the city tourist entertainment activities, improvement of the tourist public service system will be of great significance to the image building for Xiamen city tourism and to improve the city competitiveness. The final part will be the lack and prospects of this study that might be, and the further outlook of the Xiamen city tourism under the perspective of customer satisfaction.The innovation of this essay lies in applying the theory of customer satisfaction to a new field--city tourism, from a relatively new and objective point of view, related the tourism theory with the reality problems. I sincerely hope that it would provide some thoughts and concerns to the development of Xiamen city tourism development which was based on the customer satisfaction.