A Comparative Study On The Satisfaction And Loyalty Of Cross-strait Tourists To Guandi Temple Cultural Tourism Area In Dongshan,Fujian

Tourist satisfaction and loyalty are the key factors for the visitors to decide whether to re-visit or recommend the destination or not. And the research on differences in perception of religious tourists travel to tourist satisfaction and loyalty is a new topic.The essay takes Fujian Dongshan Guan Di Cultural Tourist Area as a sample and makes the cross-strait pilgrims tourists and visitors as study objects. Basing on previous research, it makes a questionnaire survey and Field interviews of the scenic resource characteristics and service facilities, management etc. of this area through descriptive analysis, factor analysis and correlation analysis. Then And It compares the perception differences satisfaction and loyalty between Taiwan pilgrims and the ordinary mainland tourists. The empirical results show that there is a positive impact on tourism between various satisfaction elements and tourist satisfaction, the price and tourist satisfaction, tourist complaint and tourist satisfaction and loyalty. Also there is a positive impact on visitor satisfaction and loyalty tourists. Significant differences exist in different demographic variable characteristics of Cross-strait tourist’s satisfaction. Finally, based on the analysis results, as Dongshan County tourism management departments to further develop scenic, marketing, management and other aspects and put forward corresponding recommendations to improve visitor satisfaction and loyalty, promote Dongshan Guan Di Cultural Tourist Area development.