Research On Tourist Satisfaction In Cultural And Creative Scenic Spots

China is in the critical period of the great tourism country moving towards a strong tourist country.The cultural and creative industry is promoting the development of the national economy as a new round of economic growth.In addition,with the economic development,the people's material living standards have improved,and tourists have begun to pay more attention to the pursuit of individuality and spiritual level.Traditional tourism methods that lacked creativity and in-depth experience were difficult to adapt to the new changes in tourism demand.Under this background,many cultural and creative tourism destinations came into being.However,given the short period of its rise and development,various cultural and creative tourism destinations in the market are mixed,and tourist satisfaction needs to be improved.In addition,there is a lack of research in academia,especially the study of tourist satisfaction in cultural and creative scenic spots from the perspective of tourists.This paper clarifies the related concepts of cultural creative tourism and tourist satisfaction through the literature compilation of cultural creative tourism,tourist satisfaction,and tourist satisfaction of cultural and creative tourism.Combined with the American customer satisfaction index model and the connotation characteristics of cultural creative tourism,the index system of tourist satisfaction index of cultural creative scenic spots was conceived.The empirical analysis takes Wuxi Huahuawan scenic spot as an example.Through descriptive statistical analysis and charting,the average value of each index is clarified to observe the overall satisfaction of the scenic spot and the characteristics of the main tourist groups.Through the statistical software of Spss20.0 and Amos20.0,the exploratory and confirmatory factor analysis of the perceived quality of cultural creative scenic spots is carried out,and the dimensional attributes of perceived quality of cultural creative scenic spots are defined.Finally,based on the reliability and validity test of the overall measurement model,the Amos20.0 construction is used to modify the cultural satisfaction scenic spot tourist satisfaction index model,and to explore the difference between the latent variables in the satisfaction index and between the latent variables and the observed variables.Path relationship and impact effects.The research results can verify the original envisaged indicator system and structural model,and also provide countermeasures for the improvement of the satisfaction of cultural and creative scenic spots such as Wuxi Huanhua Bay.The results show that the most important dimension that affects the satisfaction of cultural and creative scenic spots is perceived quality,with an effect value of 0.93,followed by perceived value and visitor expectations.Perceived quality can be divided into three dimensions,namely,tourism basic elements,cultural creative landscape planning and cultural creative environment atmosphere.Among them,cultural and creative landscape planning is the most important.In addition,among the various dimensions of the tourist satisfaction index of cultural and creative scenic spots,tourists' expectations?perceived value,tourist satisfaction?tourist complaints are negatively correlated,and others are significantly positively correlated.For the Huaihua Bay scenic spot,the main suggestions for improving the satisfaction are from accurately positioning the target market,rationally strengthening the publicity and marketing,cultivating the distinctive brand of Wenchuang,deepening the cultural connotation,stabilizing the facilities of the scenic spot,establishing multiple ticketing mechanisms,and paying attention to complaints and complaints.And keep the scenic spot iterative upgrade and other aspects.