Measurement And Related Research On Daycation Tourist Satisfaction

Beijing,as the capital of China,integrating ancient capitals and modern facilities,has an important tourist status.With the change of people's understanding of tourism and the vigorous development of the transportation industry in China,tourists have reduced the time spent on transportation,and Beijing day-trip products have become more and more popular.At the same time,because of huge profits,illegal day trips such as illegal cars,illegal guides,and forced shopping have repeatedly occurred,which not only damages the legitimate rights and interests of tourists,but also harms Beijing's tourism image.At present,researches on illegal day trips are mostly focused on phenomenon descriptions and theoretical discussions.There is a lack of relevant quantitative analysis on illegal day trips.This article will estimate the probability of tourists participating in illegal day trips and further study the causes of participation.This article first sorts out relevant articles on illegal day trips and the research and development of tourism industry,especially the application of the structural equation model in tourism industry research.At the same time,based on the theory of tourism economics and Satisfaction theory,twelve secondary indicators such as booking services,contract fulfillment,and shopping experience were established according to the order of pre-tour,mid-tour,and post-tour visits,and 34 indicators of three-level indicators were established..Secondly,in the third and fourth quarters of 2017,a monthly survey was conducted to take into account the slack and busy seasons and 598 valid questionnaires were obtained.Using the structural equation model,AMOS20.0 software was used to gradually establish a Beijing day-to-day satisfaction model.The models were fitted using GLS,ADF and Bayesian method respectively,and the adoption of GLS was established through the screening.In order to ensure that the model assessment has a gradual and rational measurement,the validity,reliability,and overall degree of fit of the measurement model were tested first.The model parameters were estimated by using the generalized least squares method(GLS).Through the test results,we found that the five latent variables of booking service,tour experience,contract fulfillment,guide service,and shopping experience are positively related to satisfaction,and there is a high correlation between any two of the five latent variables.Secondly,using regression estimation(Regression imputation),the scores of the five latent variables of booking service,tour experience,contract fulfillment,guide service,and satisfaction are obtained.Thirdly,according to the definition of illegal day trips under the Beijing Tourism Regulations combined with questionnaires,the data is divided into illegal day trips andlegal day trips.Bayesian formula is used to estimate individual visitors to participate in illegal day trips.The probability then extrapolates the overall probability of participating in an illegal day trip.At the same time,using SPSS 20.0 to conduct a tandem analysis of the probability of participating in illegal day trips and various indicators,it is found that the source of tourists,whether they received a day trip from the Beijing Tourism Committee reminded them that the short message,the way of newspaper reporting,and the additional cost of participating in the registration fee were factors that affected the probability of tourists participating in illegal day trips.Finally,based on the results of the analysis of illegal day trips in Beijing,specific recommendations are made and new ideas for the study of illegal day trips are also provided.