An Analysis Of The Relationship Between The Development Of The World Cultural Heritage Dunhuang Mogao Grottoes And Tourist Satisfaction

With the development of the society, tourism has become a recreational activity in people'sdaily lives. During the tourism development processes, the world cultural heritages wereattracted by more and more tourists because of its outstanding value. Tourist satisfaction is animportant index that measures the tourism development, which can provide power for thedevelopment of the scenic. Therefore, the research on the tourist satisfaction influencing factorsof the world cultural heritage tourism has an important practical significance: According to theresearch, scenic areas may improve their service and management?which can enhance the touristsatisfaction and improve the competitiveness of the scenic spot, then they can upgrade theirposition in the tourism market. At the same time, the research also can provide a reference for theother same type of scenic spot.Dunhuang Mogao Grottoes is the only cultural heritage which totally fits all the six WorldHeritage assessment standards in our country; it has a very high historical and cultural value andscientific and artistic value. The research on Mogao Grottoes tourism is not only a review of thehistory, but also an important inheriting of heritage culture.This paper bases on the reviews of the previous study of world heritage tourism and touristsatisfaction, and elaborates the basic situation about the world cultural heritage tourismdevelopment in our country. Following that, the author explains the basic situation of theDunhuang and Mogao Grottoes. By summarizing on previous studies, the author selects therepresentative indicators from the many factors which affect tourists' satisfaction and constitutesatisfaction index evaluation system. This research collects the raw data through a questionnairesurvey and analyzes the satisfaction evaluation index as mentioned before with the help of SPSSsoftware. The author did the positive analysis on Dunhuang Mogao Grottoes scenic touristsatisfaction by using multidisciplinary theory and methods, such as tourism, economics,management and statistics. And then extracted four factors which affect the Dunhuang Mogaotourists' satisfaction by factor analysis: the Management of scenic spot, the Attraction features,Accommodation perception, Shopping and entertainment. On this basis, the author studied theimpact on the overall satisfaction of tourists individual characteristics with the independentsamples T-test and analysis of variance, and then takes the tourist satisfaction and the four factorsthat extracted by factor analysis into regression analysis to verify the model has been built. Thisstudy suggests that the management of scenic spot plays the most important role in the touristsatisfaction; shopping and entertainment is the second impact factor; the scenic spot is the thirdimpact facto; the scenic accommodation has the least impact on the tourist satisfaction. The author does a detailed analysis of the various factors that affect tourist satisfaction on this basis.The conclusions of this study have important reference for the improving of the touristsatisfaction and the level of tourism development in the Dunhuang Mogao Grottoes.