Research On Satisfaction Evaluation Of Zhejiang Culture And Tourism Town From The Perspective Of Tourists

With the arrival of the era of cultural tourism,all parts of the country take culture as the main line,in-depth excavation of characteristic tourism resources,to create a long-term tourism product integrating industry,commerce,tourism,real estate and other functions.The cultural tourism town has witnessed the changes of the times and has become a new trend of tourism development at present.However,with the rapid development of cultural and tourism towns,there are many problems,such as serious homogenization between towns,lack of local cultural characteristics of tourism products;low professional quality of many managers,which lowers the service quality of the town;too simple development of tourism products,unable to meet the deep needs of tourists;the town in the operation process blindly pursue economic benefits Ignoring the protection of local cultural relics and so on.Therefore,it is necessary to sort out the current development situation and operation mode of cultural tourism town,and analyze its satisfaction from the perspective of tourists,so as to give a scientific evaluation and provide reference for the future planning direction.Based on the development and operation characteristics of Zhejiang culture and tourism town,this paper summarizes five types of culture and tourism town from two directions of development mode and operation mode,which are: Heritage Protection Town,cultural theme park Town,cultural tourism exhibition Town,location leading Town,resource leading Town,and Hangzhou Southern Song Dynasty Imperial town As a case,we use the exploratory factor analysis and confirmatory factor analysis of spss19.0 to explore and verify the factors and structural characteristics that affect the tourists' satisfaction.Then we use IPA analysis and other statistical methods to explore the relationship between the organizational image,perceived quality and perceived cost of the tourists' satisfaction in Huangcheng town of Southern Song Dynasty in Hangzhou,and from the perspective of "organizational image,perceivedvalue and perceived quality" Based on the five potential variables of quantity,tourists' complaints and loyalty,this paper constructs the structure model and index system of tourist satisfaction evaluation in cultural tourism town.Based on the evaluation and analysis of tourists' satisfaction,this paper concludes that the development planning direction and strategy guidance should be put forward from five aspects:(1)excavating cultural characteristics,building differentiated towns;(2)improving management mechanism,strengthening talent team construction;(3)enriching tourism product development mode,building cultural industry chain;(4)protecting cultural context Inheritance and revival of history and culture;(5)improve basic supporting services and open the mode of "Internet plus tourism".