Research On Tourist Satisfaction Of Urban Tourism Complex

In an environment of economic growth and improved quality of life,leisure has become the main motivation for tourism.The Urban Tourism Complex(UTC)is a new paradigm that gathers various functions and integrates multiple tourism industries to adapt to the transformation of China's tourism industry and to better meet the needs of leisure consumption of the general public.UTC enables local residents and foreign visitors to experience the unique urban culture and customs of the tourist city when they engage in leisure and tourism activities.At the government level,the UTC can help solve the problem of irrational use of land and funds for urban development and optimize the use of external capital for allocation of urban resources.On the economic level,the UTC focuses on the use of local natural,public,human,and cultural resources,which promotes synergistic urban systems,urban public facilities,and urban economic structures.The UTC is transformational,increasing employment and revenues in tourism and related industries,.At the industrial level,the UTC resembles a city's "living room" and represents the quality of the city's tourism services.Kaifeng is a historical and cultural city and is known as the ancient capital of the eight dynasties of China.In the process of urbanization,the city of Kaifeng has changed rapidly,and the city's unique characteristics,especially those of the Song culture,have diminished.As a city tourism complex in Kaifeng,Bianliang Xiaosongcheng has taken the ”city meeting room” of “Melodies of the Song Dynasty” as its starting point,presenting to the world a warm and intimate tourism image with a blend of classical and fashionable styles.Bianliang Xiaosongcheng has won the "Kaifeng people's living room","new tourism landmarks","city card" and other honorary titles.Therefore,research focused on tourist satisfaction with Bianliang Xiaosongcheng should be helpful in establishing an evaluation system for the UTC.In practice,this research can help improve the quality of tourism at Bianliang Xiaosongcheng and the cultural tourism industry in Kaifeng..This article takes the tourist satisfaction with Bianliang Xiaosongcheng as the research object,uses literature research and questionnaire survey methods.We apply IPA analysis and paired sample T-test to analyze expectation and satisfaction differences in product and travel services from the questionnaire dataand study the tourism culture and tourists at Bianliang Xiaosongcheng..First,our results show that tourists visiting Bianliang Xiaosongcheng have a high level of education,their ages range from 18 to 44,and their monthly income ranges from 1500 to 4500 yuan.They have learned about Bianliang Xiaosongcheng through word of mouth and choose to visit with family and friends.mainly to enjoy snacks,watch performances,and sightsee.The per capita spending is generally 50 to 300yuan(including watching entertainment)and the typical stay is less than 4 hours(including watching tour performances).Second,tourists are basically satisfied with Bianliang Xiaosongcheng.More than 70% of tourists have a positive attitude of “more” or “very” in terms of their willingness to recommend,to revisit,and to self-identify – the strength of willingness follows that order.The three kinds of willingness do not differ significantly in the demographics of tourists.Furthermore,there are differences in tourist expectations and satisfaction in tourism culture,products and services.According to our analysis,the level of tourism culture is relatively shadow and management is myopic;tourism products are similar and visitors experience is underwhelming;and tourism services and infrastructure needs improvement.Finally,we propose to foster deep cultural connotations,activate tourism culture,create multi-sensory experiences,and develop new tourism cultural and creative products.We suggest that industry managers learn from our proposals and expand the discussion with tourism scholars.