Study On Tourist Satisfaction Of European And American Tourist In Pingyao Ancient City

As the strengthening of tourism globalization trend, the competition of tourism industry is very fierce.Satisfaction is vital for tourism,so we should improve tourist revisit rate,loyalty,and improve the tourism service levelas a whole.The tourist scenic spot Only from eat,live,travel,tour,shopping, entertainment aspects attaches importance to its satisfaction,can make whole scenic tourist satisfaction.This paper,taking the European tourists as the research object of the ancient city of pingyao, guided by the scientific theory, using the tourist traveling,shopping,entertainment six aspects to extract the key factors that affects the tourists’ satisfaction,the integrated use of qualitative and quantitative analysis, questionnaire survey method, integrating theory with practice,find the visitors satisfied with the scenic spot,not satisfied place,and cause analysis,finally according to the actual circumstance of pingyao ancient city, puts forward some scenic spots increase satisfaction that are in accordance with the time development strategy.As to the satisfaction of the ancient city of embodied in the original,well-preserved,staff hospitality,etc;And are not satisfied with the ancient city of embodied in the scenic tour environment, the scenic spot service personnel work efficiency is not high, language guide equipped with insufficient,the traffic is not convenient, travel scenic spot circuit, a single scenic area incomplete infrastructure, etcAccording to the European and American tourists conisumption preference,this paper presents a scenic area increase satisfaction strategy.Such as improve environmental of scenic spots,developing underground parking area,governance shops along the street;Increase the number of complaints department;To strengthen the training of staff of the scenic spot,improve professional quality;Increase language guide;Strengthen the management of storage of battery car,standardized services;Introduce more tourist route,alleviate the scenic area capacity;To improve infrastructure,equipped with team to visit use headphones,(?) increasing public area etc.Hope this research can improve the quality of pingyao ancient city local tourism environment,improvethe service and management,improve the scenic area tourist satisfaction.