Research The Degree Of Tourists Satisfaction Of Inbound Tourists In Guilin By Fuzzy Compre-Hensive Evaluation Method

Inbound, domestic and outbound tourism is the three main parts of the tour-ism market in China. From the point of view of development, China’s tourism market appears the Rainbow Night situation, outbound tourism’s development is good, but inbound tour in the doldrums. Inbound tourism as the main means to improve foreign exchange earnings, while the whole industry attention, the vari-ous provinces and municipalities should also be given attention. Guilin as a fa-mous tourist city, it is very important to improve the inbound tourism. Meas-urement of tourist satisfaction as a measure of tourism development in the re-gion. It is an important means to attract more foreign tourists come and increase their ability of consumption.It is to research Guilin’s inbound tourists’satisfaction on the basis of in-bound tourism and some relevant experience by using the theory of customer satisfaction, "halo effect" theory and tourism marketing study related theory comprehensivel. Firstly, the evaluation index system is established through three steps:by means of expert questionnaire after listing all the factors which may affect the satisfaction of tourists, adjust the possible influence factors; Fol-lowing interviewing with foreign tourists through presurvey and determining the available indicators to construct the evaluation system of the satisfaction degree of the inbound tourists in Guilin. Secondly,Based on two aspects of the basic in-formation of tourists and the evaluation of the impact factors, I designed the questionnaire. By using descriptive statistical analysis, factor analysis, fuzzy comprehensive evaluation and other methods to deal with the survey data analy-sis.through descriptive statistical analysis and reliability analysis to analysis tourists’ basic information characteristics and the credibility of questionnaire; secondly, in order to improve the fuzzy comprehensive evaluation method of scientific, objectivity, through factor analysis, principal component analysis method to determines the weight of the factor layer, as the membership degree of fuzzy comprehensive evaluation method.;it is listing the fuzzy comprehensive evaluation matrix, and calculating the average value of the evaluation of the sat-isfaction of inbound tourists in Guilin.Finally,by means of multiple regression to analyze the level of influencing factors.Through the calculation found that the overall satisfaction of the tourists in Guilin is 3.250, in the general level of 5 points, it can be said that foreign tour-ists to Guilin is basic satisfaction. The larger impact is the perception of food and beverage and scenic spots. There was much space for the development of inbound tourism, tourist satisfaction can be improved. Basing on the study, I proposed the relevant countermeasures to enhance the degree of satisfaction of visitors to Guilin. Inbound tourism has been and still remain the strategy susten-tation of supporting the tourism province. It takes the effort to improve the envi-ronment of tourism, while calling the government and the industry to provide better travel services for inbound tourists.