Tourism Marketing Research Of Sanqing Mountain Scenic Area Based On Tourist Satisfaction

With the transformation of China's tourism industry from traditional sightseeing type to experiential economy,improving tourist satisfaction has become an important mission of scenic marketing.Sanqing Mountain Scenic Area has abundant natural and cultural resources and good tourism marketing foundation,benefited by a stable domestic tourism market,convenient transportation network and government support.But subject to the poor combination of tourism resources,vague cultural characteristics,weak tourism investment capacity,weak infrastructure in the surrounding area,there are still some shortcomings in tourism marketing in this scenic spot.It is an urgent need to improve tourism marketing from the perspective of tourist satisfaction in order to transfer the transformation of scenic spots into experiential economy.From the perspective of scenic spot marketing,this paper designs a questionnaire of tourist satisfaction according to the six elements of tourism,and analyzes the status quo of tourist satisfaction in Sanqing Mountain Scenic Area through the statistical analysis of 581 effective questionnaires.Mean analysis shows that visitors are satisfied with the overall of Sanqing Mountain Scenic Area,among which the satisfaction of ‘transportation',‘travel' and ‘entertainment' is the highest,and the satisfaction of ‘diet',‘accommodation' and ‘shopping' has to be strengthened.By constructing the structural equation model between the six elements of tourism and the overall satisfaction,it is found that the satisfaction degree of Sanqing Mountain tourists to the three elements of ‘entertainment' and ‘accommodation' and ‘shopping' has a significant impact on the overall satisfaction,among which,‘entertainment' has the greatest positive influence,followed by ‘shopping',‘accommodation' has a negative effect,while the effect of ‘diet' and ‘travel' on overall satisfaction was not significant.At the same time,the model test results also reflect that there are five problems in scenic spots: insufficient connotation of commodity culture,limited accommodation conditions,lack of food characteristics,more tiring way of tour and low end of business positioning.In order to improve tourist satisfaction and marketing effect,tourism marketing in Sanqing Mountain Scenic area needs to be adjusted and improved.For the sake of enhancing the satisfaction of tourists,it is necessary to enrich cultural products,create special tourist goods,improve the different levels of residential services in the scenic spots,create a green and healthy dining environment,increase the tour lines in the scenic area,add experience items,enrich the tourism state in the scenic area.In addition,to improve the marketing effect,scenic spots also need to improve the quality of tourism products and highlight its characteristics,implement flexible price strategy,deepen the joint marketing model between scenic spots,implement diversified promotional strategies which based on hot current affairs and new media.