Research On The Effect Of Red Tourist Attraction Image On Tourist Satisfaction

The year of 2019 is the 70 th anniversary of the founding of the People's Republic of China.Red tourism ushered in a new round of development climax.More and more tourists choose to study revolutionary culture and experience red tourism.The Beijing-Tianjin-Hebei region has rich red tourism resources,which is one of the 12 key red tourist areas in China.In the process of coordinated development of Beijing-Tianjin-Hebei,red tourism will bring new opportunities to its tertiary industry.Based on the tourist's perspective,understanding tourist satisfaction is conducive to clarify the status and problems.In order to put forward suggestions and promot the development of red tourism.Therefore,it is meaningful to analyze the connection between tourist destination image and tourist satisfaction,which will be helpful for the development of red tourism.This paper chosed the red tourist attractions in the Beijing-Tianjin-Hebei region as the research object,explored the relationship between the red tourist attraction image,tourist perceived value and tourist satisfaction.Firstly,based on the qualitative research,the paper divided tourist attraction image into three dimensions,they were attractive image,facility environment image and cultural image respectively.Secondly,through the method of literature research,the paper chosed the tourist perceived value as a medium variable,established the research model and proposed research hypotheses.Then,the study collected questionnaires and used SPSS21.0 for empirical analysis and hypothesis verification.The main conclusions of this paper are as follows.Red tourist attraction image has a positive correlation with the tourist satisfaction;Red tourist attraction image has a positive correlation with the tourist perceived value;Tourist perceived value has a positive correlation with the tourist satisfaction.Tourist perceived value plays a part of mediating role in the red tourist attraction image and tourist satisfaction.Finally,according to the research conclusions,the following suggestions are summarized.Explore the red cultural and enhance the attractive image;Improve the supporting facilities and optimize the environment;Enrich the red cultural products and spread the red revolution;Expand the promotional channels and enhance the brand image of the red tourism.