Research On Effects Of Interpretive Guiding On Tourist Satisfaction And Behavioral Intention

In recent years, with the rapid development of tourism,in the people’s standard of living rises gradually, life concept is changing.People begin to pay close attention to the health of the body and mental enjoyment, ecological tourism also more normal and day-to-day work. But relatively at present, the increasing pressure of tourists on the environment and the impact, along with our country widespread public ecological protection consciousness, the lack of ecological knowledge,ecological tourism is facing opportunities and challenges.In this context, how to improve tourist satisfaction, improve the public’s ecological protection consciousness, and maintain the sustainable development of tourism has become a tourism practitioners think important topic.Under this background, the tourist satisfaction and behavioral intention relations research should explore.Help build suitable satisfaction, therefore,behavioral intention model, improve the tourist satisfaction and behavioral intention to visitors,the influence of the scenic eco-tourism and sustainable tourism development has an important role.This article uses the literature material and questionnaire survey method, based on the theory of customer satisfaction as the main, compares the expected-difference model, the attribution model,cognitive and emotional model, the three factors of satisfaction model of four customer satisfaction model, combined with the scholar’s research results,before in zhangjiajie national forest park as the research object, analysis form the variable relationship of zhangjiajie national forest park and design path, constructed the zhangjiajie national forest park visitors’ satisfaction model.Then use SPSS20.0 has carried on the descriptive statistics to data analysis and factor analysis, extract the common factor.Then through Smart PLS2.0 path analysis software to test the rationality of the index system of entire satisfaction,prove theoretical model has good fitting, the model and the evaluation of the overall model obtain the stability of the model. Then analysis and path coefficient of correlation of the hidden variables.Through the analysis, Cognitive explanation has a positive influence on satisfaction and behavioral intention. And emotional commentary on the relationship between the tourist satisfaction, behavioral intention and subtle, positive influence was not significant. Is there positive effect on behavioral intention and satisfaction.the tour guide interpretation results of study, cognitive interpretation result occupies unshakable status, so the focus of the tour guide commentary should be tourists to knowledge acquisition, satisfy tourists to the curiosity of nature, ecology, culture and so on,in-depth excavation of the scenic area characteristic.And emotional interpretation result is relatively weak, emotional interpretation results relative to highlight the influence of satisfaction and behavioral intention.we need to pay attention to the visitors differences in cultural background.The emotional relationship with satisfaction and behavioral intention of tourists need more elaboration of emotional interpretation results index system in the future, the emotional differences of different groups in different environment in-depth and systematic research.