Research On The Halo Effect Of Tourists’ Satisfaction In Scenic Spots

With the rapid development of the industry of tourism in the world, the importance of the contribution of tourism to the national economy has become increasingly prominent. If we try to realize the goal that tourism impacts on the economy positively, it depends on the realization of tourists’ satisfaction. But there are many factors which affect the measurement of tourists’ satisfaction, the halo effect is one of the factors which impacts tourists’ satisfaction deeply.Based on the theory of halo effect and structural equation model, this paper demonstrates the problem of halo effect on the measurement of tourists’ satisfaction in scenic spots by an exploratory study. The structural equation model include five latent variables,which are the overall impression on the scenic spots by visitors, the perception of the quality of scenic environment by visitors, the perception of the quality of service by visitors, the perception of the quality of landscape by visitors and overall satisfaction of tourists. The overall impression on the scenic spots by visitors effects on the other latent variables, then the perception of the quality of scenic environment by visitors, the perception of the quality of service by visitors and the perception of the quality of landscape by visitors effect on overall satisfaction of tourists.In this paper, the method of empirical research on Luoyang is used to study halo effect on the measurement of tourists’ satisfaction in scenic spots. We chose210tourists in Long men Grottoes as samples and209valid questionnaires were collected.With the statistical software tools of SPSS19.0, AMOS17.0, we have came to conclusions that: there exist halo effect and general impression halo effect on the measurement of tourists’ satisfaction in scenic spots and the transmission path from general impression halo effect to tourists’ satisfaction in scenic spots primarily through dimensions which impact tourists’ satisfaction significantly. And we put forward three aspects of countermeasures to weaken the negative impact of halo effect. We look forward to further practice and theoretical research on the measurement of tourists’ satisfaction in scenic spots and this paper plays a role of inspiration for others.This paper is revolutionary in both methods and content. The present study on halo effect of the satisfaction of tourists focus on its positioning as factors influencing the description, or dose not directly propose the halo effect existing in the satisfaction of tourists. However, this paper proves the objective existence of halo effect of the satisfaction of tourists and its path of transferring.The theoretical significance of this study is to confirm the halo effect not only exist in enterprise, but also in the field of tourism.While the practical significance is to improve the satisfaction and loyalty of tourists and bring huge economic benefits and social benefits for the development of the scenic spots and society. And based on the research of Long men Grottoes, we expect to promote the development of Long men Grottoes on the one hand, on the other hand, we expect that this study helps other scenic spots.