The Measurement Of Free-guided Daycation Travelers' Satisfaction In Beijing

Tourism is one of the most active industries in the modern service industry,the pulling effect of it on related industries is greater than the contribution of related industries to it.Beijing has made great progress in its tourism industry by virtue of its cultural resources and the unique fascination as the capital of China.In particular,with the continuous development of the economy and the continuous expansion of the transportation network,Beijing's day cation has been getting better and better,and the free-guided trip has also become more and more popular.While fully affirming that tourism has made important contributions to the economic and social development of Beijing,it is also impossible to avoid many problems in the development of Beijing's tourism industry.In order to achieve greater development,Beijing and tourism service providers need to provide tourists with better tourism products and services from the perspective of tourists' satisfaction.In this paper,the theoretical basis and measurement methods are determined by combing the related literature of Satisfaction Theory and Satisfaction Measurement.Combining the characteristics of daycation and free-guided trip,with reference to the"Thirteenth Five-Year Plan for Tourism Development",an indicator system for measuring the degree of free-guided travelers' satisfaction in Beijing daycation was established.A questionnaire was designed and 9 well-known attractions in Beijing were selected as survey sites.By randomly asked visitors for investigation,a total of 681 valid questionnaires were obtained.On the basis of EC SI,a structural equation model was established.And software like SPSS v22.0 and AMOS v21.0 were used to process the survey data,establish a hypothesis model,and validate the model through a series of hypothesis tests.The model was finally established,and the satisfaction score was calculated.The results were analyzed by IPA,word cloud and one-way ANOVA.Finally,the following conclusions are drawn:(1)The perception of tourists has a positive influence on the trust of tourists,and the perception of tourists has a positive influence on the satisfaction of tourists.The degree of direct influence of tourists'satisfaction and tourists' perception on tourists' trust is approximately equal.Tourists'satisfaction has a positive impact on tourists' trust.Tourists' trust has a positive influence on tourists' loyalty.Tourists' satisfaction has a positive influence on tourists' loyalty.(2)The five influencing factors of tourists' perception are traffic experience,information consultation,scenic service,catering experience and shopping experience according to the path coefficient.(3)The results of the IPA analysis show that the traffic experience is located in an advantageous area in Beijing's daycation and should continue to be maintained;the scenic service and information consultation are located in the improvement area and need to be improved;the catering experience is in the opportunity area and can be appropriately improved;shopping experience is located in the maintenance area and should continue to be maintained.(4)The results of one-way ANOVA analysis show that the trust of tourists and the loyalty of tourists are at a generally lower level,and the highest level of confidence in tourists has not reached the level of "more trust",and the evaluation of shopping experience and traffic experience are relatively high,the average level is "more satisfactory";the average of tourist perception,tourist satisfaction,dining experience,information consultation,and scenic spot service exceed the "general" level,but it still does not reach the "more satisfactory"level.