Effect Of Marketing On Tourist Satisfaction And Revisiting Intent Of Anxi Tea Estate

Recently,with the fast and steady growth of the gross domestic product,people's living standard has been greatly improved.Meanwhile,with the increasement of income,people's desire of going traveling is also improved greatly,which as a result,making other industry gradually smell the business opportunities,for example,many ocompany which engaged in industrial and agricultural products processing in the past join the tourism industry.To adapt the need for transformation and upgrading,Anxi tea garden which encouraged by government policy,try to combine with tourism,hoing that can improve the added value of tea and can increase revenue.Up to now,the number of tea garden in anxi has reached 40.However,in the process of integrating tea garden with tourism industry,many tea garden are "hot" but the tourists are "cold".With the method of literature review,the author classifies and integrates the previous studies on tea garden tourism,government behavior,4P,tourist satisfaction,and willingness to revisit.At the same time,by interviewing anxi tourism administrative department and tea garden enterprises the author tries to understand the current situation and problems of tea garden tourism marketing.Combined with the 4P theory,a research model was constructed to explore the influence of sales channels,promotion,object of tourism,product price and service experience on satisfaction,willingness to revisit and the impact of esatisfaction on willingness to revisit.Using questionnaire survey and statistical analysis method,it is concluded that the service experience,object of tourism,productprice,sales channel have a positive influence on tourist satisfaction at the meantime,service experience,object of tourism,tourist satisfaction have positive influence.It is not difficult to obtain that service experience and recognition of tourism object satisfaction for tourists influence the most.Some demographic variables have significant differences in all dimensions,and the surveyed tourists still cannot reach the state of very or fully agree with all factors in the model.Therefore,the author believes that in order to improve the satisfaction of tea garden tourists and their willingness to travel,the marketing mix strategy can be optimized and promoted in the following order: service experience> travel > product channel> product price> promotion.At the end of the paper,Suggestions are proposed on how to optimize and enhance the tourism marketing strategies of anxi tea garden from the perspectives of government and enterprises.It is believed that government marketing should be optimized from three aspects,namely,leading the overall development of tea garden tourism,innovating integrated marketing mode and strengthening government support.In terms of marketing strategies,the company optimizes its products,sales channels,prices and promotion strategies on the basis of market segmentation based on the differences in demographic variables.