Study On Sanya Night Tourism Product Optimization Based On Tourist Satisfaction

With the deepening of the supply-side reform,new forms of businessand new products are emerging in China,and night tourism is one of them.Now adays,with the improvement of people's living standard and the change of co ncept,tourism is no longer just "watching the temple inthe day and sleeping at night".More and more people are more willing to go into the city at nigh t to enjoy the unique charm of "night".Sanya,as a tropical coastal city,which makes it very suitable for night t ravel.As a tourism industry supporting Sanya,it is not enough to just seize t he tourism opportunitiesin the day,night is an indispensablepart of the day,th e demand of the night tourism market,great potential,its development is relate d to the tourism economy of Sanya and thequality of life of overnight tourist s(citizens)at night.In recent years,in order to improve the attraction of nigh t and expand the consumption space,Sanya has launched a series of measures to develop nighttourism with more investment and achieved certain results.B ut the target of tourism is people,the effect is not only the growth of econo mic figures,butalso to know whether the tourists(citizens)are satisfied,how to view.This study on the sustainable development theory,customer satisfactio ntheory,maslow's hierarchy of needs as a guide,from the perspective oftouris ts,local residents to carry out the questionnaire survey,the collected data usi ng SPSS software for crosstab analysis and IPA quadrant analysis,understandi ng of tourists,local residents in Sanya play characteristics of the night,satisfac tion,and the view of night tourism product indicators,advice,etc.For lightin g,environmental protection,in the night in the analysis of cultural connotatio n,night security,price,transportation,as well as main problems,put forward to shape unique ecological Sanya night lights,construction,implement quality tourism,create comfortable night,improving the transportation system,adjustin g prices consumption optimization strategy,in order to develop a more human e and facilitation of Sanya night quality tourism products.