Investigation And Study On The Tourists' Satisfaction Of Kaifeng Night Food Market

Currently,China has entered the era of mass tourism,with tourism become a strategic pillar industry of the national economy,promoting the the country to transform into the world's tourism powerhouse from a tourism giant.Tourism has evolved from the luxurious consumption of a few,to the daily consumption of the masses,as well as a considerable factor influencing people's living quality.Tourism plays an important role in the promotion of people's well-being and shoulders the burden of satisfying the “people's need of a constantly better life of the people”.The temptation of food has made tourism more colorful,and food night market tourism has become a significantly supporting part of the tourism industry.The satisfaction rating of recreational tourists contributes to the scientific planning and sustainable development of food night market tourism.Local residents and visiting tourists are all important participants in the food and night market tourism,from the perspective of whom,if we observe the food night market tourism,cannot only understand the differences of behavioral characteristics between the two groups,but also explore the differences and the similarities affecting their satisfaction and emotional value.Therefore,this study is of great importance for providing significant inspiration for the city's managers to formulate targeted guidelines and policies to meet the recreational needs of both groups at the same time,as well as contribute useful supplement for the research of night market.This study,taking Kaifeng food night market as the research object,analyzes the different behavioral characteristics of local residents and visiting tourists,and explores the similarities and differences of the factors influencing recreational satisfaction of the tourists.At the same time,emotional values are introduced to further analyze the different sentimental tendencies of local residents and foreign tourists toward the food night market,expanding the research perspective of the night market tourism.The research content of this study consists of three aspects:(1)Design questionnaires of the satisfaction degree of the food night market tourists,and conduct the empirical studies on the satisfaction of the food night market through both the perspectives of local residents and foreign tourists,to observe the differences of behavioral characteristics between the two groups,as well as the differences of factors contributing to the result;(2)Conduct sentiment analysis and visualized display of online commentary data to analyze the similarities and differences of emotional values of local residents and visitors;(3)Draw a “Salience-emotional value” distribution diagram,to put forward corresponding promoting strategy in accordance with influencing factors in different partitions.For the above research content,this paper collects first-hand data and conducts a double-perspective study on the satisfaction of the food night market visitors.The study takes Kaifeng night market as a sample,based on the literature review and focused interviews,design a questionnaire and randomly selects tourists for a total amount of 650 questionnaires.Finally,632 questionnaires are collected,among which 577 valid questionnaires are used for statistical analysis by Excel and EViews.In addition,a total of 1803 user commentary data of the Kaifeng night market were captured using the online information collection tool Octopus 6.3 for the public comment network and the Ctrip.com online travel community.Each recorded item includes the user name,current residence,and evaluation score,contents of the review.The collected data are exported to the EXCEL file for saving,and the overall sentimental tendency of the local residents and foreign tourists regarding various variable factors is calculated for visualized analysis and display.The result of the study shows that:(1)According to the questionnaire research,six factors including prices,taste,variety of food types,surrounding cultural atmosphere,convenience of transportation,public facilities such as toilets,have significant impact on the positive direction of local residents' satisfaction.Six factors such as price,taste,variety of food types,attitude of service personnel,surrounding cultural atmosphere,sanitary conditions and other factors have significant positive influence toward visiting tourists' satisfaction;and age emerges a significant negative influence on the satisfaction degree of visiting tourists.(2)From the analysis of online commentary,with regard to the emotional preferences of the tourists,emotional value and food prices are all negative,and the taste and the diversity of food products are generally of high emotional values.The overall emotional value of food satisfaction is relatively low,so is the emotional value of the service afforded,in which there exits a phenomenon of “internal and external differences”.The surrounding cultural atmosphere,traffic convenience are all positive emotion values,compared to relatively low emotional value of sanitary conditions,with major differences in the emotional values of public facilities such as toilets.(3)From the perspective of analysis of salience-emotional value,three indicators including taste of food,variety of food types,and surrounding cultural atmosphere are located in advantageous section.We must continue to promote while maintaining those advantages.Food prices are located in the repairing area and require significant improvement in the future development.The quality of service afforded and convenience of transportation are located in the maintaining area,we should adjust developmental thought timely to avoid the phenomenon of “More is less”.Five indicators comprised of food supply speed,overall satisfaction of food and the service,sanitary conditions including toilets and other public facilities are located in the opportunity area(low development area)and can be developed for subsequent development projects.