A Study On The Impact Of Changsha Tongguan Kiln Cultural Atmosphere On Tourist Satisfaction

The tourism industry has gradually become an important strategic choice for the country’s structural adjustment and stable growth due to its high correlation and strong comprehensive driving role in the social and economic development system.In2011,the Sixth Plenary Session of the Seventeenth Central Committee of the Communist Party of China proposed a long-term strategy for building a "cultural power".Tourism,as an important carrier of culture,can meet people’s growing spiritual and material cultural needs by passing on and spreading culture.On the one hand,the development of cultural tourism promotes the spread of advanced culture,on the other hand,it is also conducive to the formation of a new pattern of tourism industry.After inquiring about cultural tourism related materials,the author chose the important cultural tourism destination in Hunan-Changsha Tongguan Kiln as the research object.Firstly,the cultural atmosphere and tourist satisfaction of the Tongguan Kiln in Changsha are evaluated,and a model of cultural atmosphere and tourist satisfaction in tourist destinations is constructed based on the perception of tourists.Secondly,according to the relevant research on the cultural atmosphere and tourist satisfaction of tourist destinations,combined with the recommendations of tourism-related practitioners,the cultural atmosphere is divided into three dimensions:material,spiritual and institutional,and the test items are determined and evaluated.Then,based on the perceived performance model,the satisfaction of tourists is measured,and finally the influence of the cultural atmosphere of Tongguan Kiln in Changsha on the satisfaction of tourists is calculated.Through descriptive analysis,reliability and validity analysis,multiple regression and other data analysis of the obtained data through the online questionnaire,it is concluded that overall,the cultural atmosphere has a direct and significant impact on tourist satisfaction.Among them,the material cultural atmosphere and system The cultural atmosphere has a direct impact on tourist satisfaction,but the spiritual cultural atmosphere has very little influence on tourist satisfaction.In addition,the overall satisfaction of tourists in Changsha Tongguan Kiln is higher,but the ticket prices and shopping experience scores are relatively low.In the end,based on the conclusions,this article puts forward specific suggestions for the material culturalatmosphere and institutional cultural atmosphere: from the perspective of the construction of the material cultural atmosphere,the copper official kiln in Changsha needs to follow the historical authenticity to construct the cultural atmosphere of the tourist destination;break the traditional model and construct the derivative culture Atmosphere.From the perspective of the establishment of an institutional cultural atmosphere,the service process should be standardized here;the logistics of tourists should be provided;and the planning and design of the Scenic area.