A Study Of Sanqing Mountain’s Tourists Satisfaction And Loyalty

As a major force for national economy, tourism makes21st century the era ofrapid development in tourism industry. With the improvement of living standard,people’s demand for travel tends to be diverse, from the initial simple sightseeing tothe pursuit of both physical and mental pleasure. In order to survive in the fiercemarket competition, all tourist attractions strengthen the "tourists-oriented" concept,striving for providing visitors with better travelling experience. Intensifying visitors’feeling of satisfaction will help to win more loyal tourists, explore the potential valueof tourists and occupy a larger market share. Jiangxi is now vigorous developing thetourism industry which is a pillar industry of the region. Sanqing Mountain is aninternationally recognized, unique natural landscape with outstanding significance.Assessment of the world natural heritage is an important opportunity for thedevelopment of Sanqing Mountain’s tourism. The revenue share of tourism has arising proportion in local GDP. However, there also exists a variety of problems in theprocess of rapid development. Therefore, the study of tourists’ satisfaction and loyaltyfor Sanqing Mountain is very important, which will deepen the knowledge of itsscenic shortcomings, and further help strengthen management, as well as promote thesustainable development of local tourism.Taking Sanqing Mountain as the case, this paper studies Sanqing Mountain’spresent situation of the tourists’ experience.Building the tourists’ satisfaction andloyalty model for Sanqing Mountain, and further establish corresponding indexsystem and propose research hypotheses. Based on the data surveyed, use SPSS19.0to extract main factors and correct index structure of tourists’ satisfaction and loyalty.According to the analysis of variance, we may find there are differences in visitors’satisfaction and loyalty caused by tourists’ demographic characteristics. Then usecorrelation analysis and regression analysis to verify the research model andhypotheses. Several suggestions aimed to promote the tourists’ satisfaction andloyalty of Sanqing Mountain have been put forward in the end of this essay.