Study On The Tourist Satisfaction On Historical District Under The Two-factor Theory

With the rapid development of tourism,historical district have gradually attracted the attention of all sectors of the society with their ancient and simple architectural features,commercial features,folk customs and traditions.The effective and reasonable development of historical district not only can conducive to the protection of urban history culture,but also can inject new blood into the development of the whole city.Under the background of experience economy,tourists' experience quality affects their satisfaction and the long-term stable development of tourist destinations directly.Compared with the general tourist destination,the historical district tourism development and tourist experience has its own particularity.Therefore,it is very significant for the protection and tourism development of historical district to find the tourists' needs,learn about tourists' satisfaction and its influencing factors.Through reviewing the relevant studies,it is found that the research on historical district mainly focused on the blocks' transformation,protection,value mining and tourism development,while the research on tourist satisfaction is relatively less.And the existing studies mostly mixed all the factors together,few of them summarized and classified the influencing factors from the perspective of "basic needs" and "development needs" of tourists,to analyze the impact of different levels of factors on tourist satisfaction.On the basis of evaluating the satisfaction degree of local tourists and foreign tourists in the historic block of SanFangQixiang in Fuzhou.Under the guidance of the core thought of two-factor theory,the influencing factors of tourists' satisfaction are divided into two categories: “Hygiene factors” and “Motivation factors”.From these two dimensions of basic needs and development needs,the influencing factors of tourists' satisfaction in historic district are screened,and the measurement model of tourists' satisfaction is constructed.Among them,we selected Traffic accessibility,Block environment,Management services and Infrastructure as Hygiene factors,and choosed Cultural atmosphere,Landscape quality,Recreational activities,Food culture and Commodity characteristics as Motivation factors.After data analysis,the following conclusions were obtained: Firstly,the satisfaction of local tourists is higher than foreigntourists,and there are significant differences in the tourist satisfaction with different demographic characteristics.Secondly,Hygiene and Motivation factors both have a positive impact on tourist satisfaction,Just do not have the same degree of influence.Hygiene factors have a grater impact on local tourists satisfaction than Motivation factors,while Motivation factors do more contribution on Foreign tourists satisfaction than Hygiene factors.Thirdly,Hygiene factors have a positive influence on Motivation factors.Fourthly,tourist satisfaction have a positive influence on tourist loyalty.And the effect of local tourists satisfaction on loyalty is greater than that of foreign tourists.Fifthly,no matter local tourists or foreign tourists,Hygiene factors always have a greater influence on tourists loyalty than Motivation factors.Lastly,According to the results of the study,suggestions are put forward for the development of SanFangQiXiang in Fuzhou.