Research On Taian City’s Tourist Satisfaction And Its Countermeasures

With its rapid development, Chinese tourism industry has played prominent roles in economic development. Urban tourism, as a critical part in the development of tourism industry, can represent the development of urban city and promote continual prosperity for the development of urban economy as well. Tourists satisfaction is the key factors in promoting city’ tourism competitive power and it has both realistic and academic significance for studying tourists’ satisfaction to enhancing the development of the local tourism economy.Based on the theory of tourist satisfaction and customer-oriented theory, this paper conducted a detailed research and investigation on Taian city’s tourist satisfaction in 2012. We got numerous first-hand materials and the composition of this paper was based on these research data. This paper attempts to answer the following questions: Firstly, what is the overall situation of tourists’ satisfaction perception in Taian City in 2012? Secondly, what is the overall situation of tourists’ evaluation in Taian City in 2012? Thirdly, what are the advantageous factors that influence tourists’ satisfaction in Taian City? Fourthly, what are the disadvantageous factors that influence tourists’ satisfaction in Taian City?According to the features of this study, this paper applied the methods of empirical induction and normative deduction. Part one is the literature review of tourist satisfaction home and abroad and list out the theoretical framework of this study. Part two and Part three is the overall investigation of tourists’ satisfaction in Taian city in 2012. The research data were collected in the form of questionnaire, online comments and complaints. The wording of this paper is in accordance to tourists’ perception and tourists’ evaluation which includes the following six dimensions: environmental facilities perception, service industry perception, tourism expectation, environmental evaluation, complaints and tourists loyalty. Based on the data analysis of the above six dimension. We finally conclude the advantageous factors of taian tourists’ satisfactory, which are tourism product structure optimization, tourism image enhanced, hospitality citizens, good social order, and fast-conducted tourism website, high degree of information and convenient urban transport and strong accessibility of tourist destination. Disadvantageous factors of taian tourists’ satisfactory were also concluded, which are lack of accessible facilities, inadequate standardization of public services, accommodation culture and entertainment, uneven quality of travel agents and tour guide services. Part four is the countermeasures for the research results. Seven constructive countermeasures are put forward as the following:(1) optimize tourism environment and enhance perfect service facilities,(2) Clarify Tai’an tourism image positioning and strengthen tourists’ awareness,(3) Advocate universal hospitality program and improve urban intimacy,(4) Strengthen hospitable staff training, and enhance the comprehensive service standards;(5) Increase public transport management, and standardize service of the taxi industry,(6) Conduct more tourists’ satisfaction research and promote restructuring of the quality management of tourism industry;(7) Optimize Assessment System and promote informationization. Part five list out the conclusion and limitation of the research, and further point out the research direction and priority of Taian city’s tourists’ satisfaction.Specially aimed at the comprehensive investigation of the overall tourists’ satisfaction of Taian city in 2012, this study is difficult to carry whereas with a new perspective, it also has significant practical values. Furthermore, owing to the specialty and randomicity of the participants, the sample selection can not fully cover all tourist groups. Insufficient data is the limitation of this study and will be enriched and improved in the future research.