Study On Tourist Satisfaction Promotion Strategy In Entertainment-type Theme Parks

After experiencing three waves of development,Chinese theme parks have entered a new period of development,and entertainment-type theme parks are among them.Under the background of the construction of entertainment-type theme parks,tourists' satisfaction has become the focus of attention of researchers and investors.Through summarizing the relevant literature and combining the characteristics of entertainment-type theme parks,a questionnaire on tourist satisfaction was developed to construct a direct model,an intermediary model,and a multi-group model of entertainment-type theme park tourist satisfaction models,including six major potentials.Variables: tourist expectations,perceived quality,perceived value,visitor satisfaction,visitor complaints,and visitor loyalty.Using Amos structural equation analysis software and SPSS to conduct empirical analysis and hypothesis test on the data,the following conclusions are drawn: There is no significant direct correlation between tourist expectations and perceived value and tourist satisfaction.Visitor complaints are not significantly related to tourist loyalty,and tourists expect.There is a significant direct positive correlation with perceived quality,there is a significant direct positive correlation between perceived quality,perceived value and tourist satisfaction.Visitor satisfaction is significantly negatively correlated with tourist complaints.Tourists are expected to have perceptions during the process.Perceived quality-tourist satisfaction,tourist expectations-perceived quality-perceived value,tourist expectations-perceived quality-perceived value-tourist satisfaction,three intermediate paths;the characteristics of the tourist group will affect the strength of the correlation between the latent variables.According to the empirical analysis conclusions,from the perspective of the three models,we propose strategies for improving visitors' satisfaction in amusement-oriented theme parks including perceived quality,visitor loyalty,visitor complaints,tourist expectations,perceived value,and multi-group approaches.Brands,improve product quality;formulate upgrade strategies to determine tourist loyalty;reduce tourists' complaints;enhance social reputation;appropriately increase tourist expectations,fully tap market potential;boost tourists' value judgments,and implement multi-pronged “central rise”;Strong commonality,the right medicine to fill the short board.The construction of the three models has made active exploration for the evaluation index system and evaluation model of tourist satisfaction in China's entertainment-type theme parks;the six major satisfaction promotion strategies have been proposed,and the development strategies,transformation and upgrading,brand building and quality of relevant scenic spots have been proposed.The work and research in the areas of tempering,market viscosity,crisis public relations,market segmentation,etc.are of guiding significance.