Research On Tourist Satisfaction Under The "Five Senses" Experience

With the acceleration of people's life rhythm and the increasing pressure of work,forest tourism with forest park as its preferred destination is favored by more and more people because of its rich tourism resources,good ecological environment and multi-sensory participation.It is hoped that the pressure can be relieved,the nature can be experienced and the body and mind can be enjoyed.The tourist satisfaction in the process of forest tourism has always been a concern of people.At present,there are many studies on tourist satisfaction,but most of them are based on the physical attributes and service quality of tourist destinations,ignoring the quality of tourist sensory experience in the process of tourism.From the perspective of five senses experience,this study takes Zhangjiajie Forest Park as a case to study tourist satisfaction.This study synthesizes the previous research results and constructs a tourist satisfaction model with expert method and analytic hierarchy process from five variables:tourist expectation,experience quality,tourists' satisfaction,tourist loyalty and tourists'complaints.The evaluation index system and weight of tourist satisfaction are determined by 20 measurement indicators,such as visual,auditory,olfactory,tactile and taste senses,and the beauty of topography and physiognomy.And collect the relevant information and data of tourists in Zhangjiajie National Forest Park through questionnaire survey,and make an empirical analysis with SPSS21.0 data analysis software.Through-this study,the following.conclusions.are-drawn:(1)Visual,auditory,olfactory,tactile and taste experience quality is positively correlated with tourist satisfaction.Tactile experience quality has the greatest correlation with tourist satisfaction,followed by taste experience quality,auditory experience quality,visual experience quality and olfactory experience quality.That is to say,compared with other sensory experience quality,The management of forest parks should pay more attention to the quality of tourists' tactile experience.(2)In the variables of tourist satisfaction,the relationship between tourists'expectation and experience quality,tourist satisfaction and tourists' loyalty is consistent.The quality of experience is positively correlated with tourist loyalty and negatively correlated with tourists'complaints.Tourist satisfaction is positively correlated with tourist'loyalty and negatively correlated with tourists'complaints.Visitor loyalty and tourists' complaints was negatively correlated.(3)In demographic characteristics,gender has significant differences in visual,auditoxy,olfactory,tactile and taste expectations and experience quality.The expectations and satisfaction of female tourists are generally higher than that of male tourists.Age has significant difference in torurists expectation,olfactory and taste experience quality.The younger the tourists are,the higher the expectation and experience quality of five senses are.Visual expectations of tourist origins are significantly different,while the expectations of tourists in Norttheast China are the higxest,and the educational background is significantly different in tourists expectations.Occupations have significant differences in visual,olfactory expectations and olfactory experience quality.There are significant differences in income in tactile perception.There are significant differences in the expectations of tourists in the way of traveling,and the expectat:ions of traveling with relatives and friends are the highest.There are significant differences in visxual expectation and visual experience quality of stay time.(4)Among the differences in tourist expectations,there are significant differences in the degree of tourists1 expectations among the five senses of vision,hearing,smell,touch and taste.Through the empirical study of this study,this paper,starting with the five senses experience,puts forward relevant countermeasures and suggestions to improve the satisfaction of tourists from two aspects:high expectation,low satisfaction and high correlation with satisfaction,and correctly guide tourists to form reasonable pre-tour expectations.This study has certain theoretical and practical significance in the protection and product design of forest parks,but as a tentative study,it needs to be further improved.