A Study On The Tourist Satisfaction In Shaukeiwan-An Ancient Fishing Village In Zhujiajian,Zhoushan

With the further development of Zhoushan tourism,there is a gradual trend toward diversification and integration in people's demand for tourism,as well as a focus on the development and mining in traditional culture of tourism.Located at the foot of Da Qing Mountain in Zhu Jiajian,Shau Kei Wan,an ancient fishing village,is tranquil natural harbor.It's also an original ecological village that has been preserved relatively better in the east coastal areas.However,despite of its beautiful scenery and quiet environment,the village with rich fishing customs has undergone an extremely slow development on the way of tourism,which seriously affect the local economy development and the sustainable development of tourism.With the tourists satisfaction being the research object,this study has set up a research model of the visitors satisfaction.The data is obtained through a questionnaire from four aspects,is visitors' satisfaction quality,perceiving value,satisfaction and tourist loyalty.Then through SPSS22.0,a statistical tool,a descriptive statistical analysis,a factor analysis,a correlation analysis,a regression analysis is done to the data,which leads to the following results.(1)The perceived quality of tourists has a significant positive impact on the perceived value of tourists.The empirical results of this paper show that the perceived value of tourists will increase with the improvement of their perceived quality.That is to say,tourists will feel high perceived value if they have better perceived quality after visiting.This is consistent with the research conclusions of previous scholars,indicating that tourists' perceived value is closely related to their perceived quality.(2)The perceived quality of tourists has a significant positive impact on their satisfaction.Through data analysis,this paper shows that tourists' perceived quality has a direct effect on tourists' satisfaction,which will increase with the improvement of perceived quality.In addition,perceived quality of tourists is positively correlated with perceived value.Therefore,the perceived quality of tourists can not only directly affect the perceived value,but also indirectly affect the satisfaction of tourists,which indicates that the perceived value plays an intermediary role in the perceived quality and satisfaction.(3)The perceived quality of tourists has a significant positive impact on their loyalty.Through data analysis,this paper shows that the perceived value will increase with the improvement of perceived quality,tourist satisfaction will increase with the increase of perceived value,and tourist loyalty will increase with the increase of satisfaction.Therefore,perceived quality can not only directly affect visitor loyalty,but also indirectly through perceived value and satisfaction.(4)The perceived value of tourists has a significant positive impact on their loyalty.The empirical results show that the higher the perceived value of tourists is,the higher the satisfaction will be,and the stronger the loyalty will be.Therefore,the perceived value of tourists can not only directly affect the loyalty of tourists,but also indirectly through the satisfaction of tourists.In other words,visitor satisfaction plays an intermediary role in perceived value and loyalty.(5)Countermeasures and suggestions.According to the research results,corresponding countermeasures and suggestions are put forward from four aspects.The purpose is to improve the satisfaction and loyalty of tourists,enhance the image of Shau Kei Wan ancient fishing village,improve the economic income of the scenic area,drive the development of other related tourism industry,and finally realize the sustainable development of the scenic area and local residents.This Paper holds that,Shau Kei Wan need to regard the fishing culture as the core,fully tap and show the features of ancient village island culture,comprehensively improve the supporting facilities of scenic spots,improve the quality of integrated services,strengthen the island fishing village brand,increase the tourists' satisfaction perceived value on the effect of propaganda,and integrate the ancient village tourism resources,so as to realize the change of scenic spots to tourism destination.The conclusion of this paper is that the influence of tourist satisfaction on tourist loyalty can provide practical guidance and suggestions for the deep development of Shau Kei Wan fishing village scenic spot tourism,and has certain enlightenment effect on promoting the development of Shau Kei Wan ancient fishing village tourism.