Study On The Shanghai Citizens' Satisfaction Of Tourism Accommodation Consumption And Its Affecting Factors In Ancient Towns

The purpose of this study is to analyze the level of tourists' accommodation consumption and its satisfaction in ancient towns,and summarize the factors affecting satisfaction of tourists' accommodation consumption in ancient towns and their influence mechanism through questionnaires.Accordingly,this paper put forward corresponding countermeasures and suggestions in order to improve the level of tourism accommodation satisfaction in ancient towns,enhance the attractiveness of tourism accommodation products in ancient towns and promote the progress of tourism industry in ancient towns.The study's content includes four aspects: Firstly,it analyses the difference among the level of tourists' accommodation consumption and its satisfaction in ancient towns with different demographic characteristics.Secondly,it summarize the factors affecting satisfaction of tourists' accommodation consumption in ancient towns.Thirdly,this paper studies the affecting factors' mechanism of tourism accommodation satisfaction in ancient towns through the construction of structural equation model.Fourthly,this paper explores the strategies to improve the level of tourists' accommodation consumption and its satisfaction in ancient towns.The findings are as follows: 1)There are significant differences among the levels of tourists' accommodation consumption in ancient towns with different income levels.2)The factors affecting the level of tourists' accommodation satisfaction in ancient towns include tourists' expectation,leisure quality,rest quality,service quality and value perception.Besides,leisure quality,rest quality and service quality belong to different categories of quality perception.3)In affecting factors' mechanism of satisfaction of tourism accommodation in ancient towns,tourists' expectation has no significant impact on value perception;tourists' expectation has significant positive impact on three kinds of quality perception;all three kinds of quality perception havesignificant positive impact on tourists' value perception;only rest quality has a direct positive impact on satisfaction,and both leisure quality and service quality have no significant impact on satisfaction;value perception has a significant positive impact on tourists' satisfaction.4)Based on the research results and previous studies,specific strategies are formulated to improve Shanghai citizens' satisfaction of tourism accommodation consumption in ancient towns: Accommodation enterprises should create the living space in ancient towns by improving rest quality,transform accommodation places into leisure places,and do a good job in marketing;local governments should realize standardized operation of services,improve the cost-effectiveness of accommodation products,and strengthen infrastructure construction and integration of environmental resources.