Research On Tourists Satisfaction Of Domestic Tourists To Cultural Tourism Product Of Shanxi

Shanxi Province possesses rich cultural tourism resources;it is one of the core areas of Chinese traditional culture and one of the cradles of the Chinese nation.The history of written records has been three thousand years.It is known as "the cradle of Chinese civilization" and "the ancient Chinese Cultural Museum".At present,Shanxi is in a special period of economic transformation and upgrading of the structure.Whether cultural tourism industry can become a strategic pillar industry is the key to transformation and upgrading.It needs not only the government-led and enterprise's marketing operation,but also the development of cultural tourism products from the perspective of tourists' satisfaction.It is a strategic direction for the future development of tourism enterprises in Shanxi to guide tourist satisfaction.At the same time,China's cultural tourism consumption market has gradually formed.As a province of cultural resources,Shanxi needs to respond quickly to the market demand of strong cultural tourism products,so as to adapt to the changing tourism needs of cultural tourists.Using satisfaction to measure tourists' attitude towards Shanxi cultural tourism products,it is easier to find out the shortcomings of Shanxi's cultural tourism products,and make targeted improvements to meet the changing needs of domestic cultural tourists.Through the literature review,we can find that scholars at domestic and abroad adopted different methods to measure the tourist satisfaction.From qualitative analysis to quantitative analysis,from simple weighted average to construct structural equation model,the purpose is to find a more reasonable and more accurate way and measurement tools.The study is based on ACSI model that international in all sectors and at all levels of the widely used,combined with the characteristics of cultural tourism products to build the index model for the measurement of cultural tourism product satisfaction.It will point out the new way of scientific development of cultural tourism industry in Shanxi Province take full advantage of resources to obtain long-term development.On the basis of a large number of reading literature and related theories,the Shanxi cultural tourism product satisfaction index model is constructed with the idea of ACSI and structural equation model.Based on the five constructs of tourist expectation,tourist perceived quality,tourist perceived value,tourist satisfaction and tourist loyalty,the theoretical models are constructed.These five constructs are five potential variables in the index model.According to the relationship between variables,seven hypotheses are put forward.According to the setting principle of evaluation index,the observation variables are set for each potential variable,and finally a set of evaluation index system is formed.The Ancient City of Ping Yao where is he world cultural heritage site and AAAAA class scenic spots in the middle of Shanxi province are selected for the case study and through survey to get enough data.First,the SPSS18.0 is used to describe the reliability and validity of the questionnaire,the demographic characteristics of the tourists and the characteristics of the tourism.On this basis,the structure equation model is established by AMOS24.0,and the model operation and data analysis are carried out by the maximum likelihood method(ML method).The fitting degree of the model and data is tested;the model is evaluated and is modified according to the revised index.Based on the results of the revised model operation,we calculated the tourist satisfaction index of The Ancient City of Ping Yao,and put forward some countermeasures and suggestions to promote the development of Shanxi's cultural tourism based on the analysis of the index results.