Study Of Red Tourism Tourist Satisfaction Of Jiangxi Province Based On Structural Equation Model

As a tourism product with political significance, red tourism has developed rapidl y in recent years, and also attracted widespread attention. At present, the research on red tourism industry is mainly manifested in the allocation of resources and promotion,lacking feedback from the consumer. As a market-oriented products, we need to study the red tourists satisfaction.This paper reviews the studies of tourists satisfaction and red tourism, with the re lated theory, initially established Tourist Satisfaction Index, and fixed it through factor analysis method. The established index system is divided into eight areas: tourist exp ectations, quality of experience, experience value, visitor satisfaction, tourists loyalty, vi sitors’ complain, complain handling and revolutionary education.This article uses main red tourism attractions in jiangxi province as investigation object, in the form of a questionnaire to collect data, and then doing empirical researc h. We firstly verify the reliability of data of the questionnaire through reliability and validity test. Before creating a structural equation model, we secondly built the determ ine measurement model; according to the theoretical relationship between the potential measurement variables and confirmatory factor analysis results, structural equation mod el is built and modified; Using the revised structural equation model, we get the cacul ational results; Finally, according to the analysis results, the specific red tourism devel opment suggestions were proposed.