Research On Product Improvement Strategy Of Gubei Water Town Based On Tourist Satisfaction

With the development of China’s economy and cultural tourism industry,people’s demand for tourism consumption continues to grow and shows a diversified development trend.More and more attention is paid to the culture,participation and experience in the tourism process,pursue more comfortable and high-quality tourism products.In recent years,the national policy level has continuously promoted the integrated development of cultural industry and tourism industry,which has become a new opportunity for tourism development.Multi regional tourism towns emerged as the times require and developed vigorously,but at the same time,problems such as lack of characteristics and homogeneity of products were exposed.Gubei Water Town has catered to the market demand with its rich historical relics,unique architectural style and deep experience of play,and has made outstanding achievements.However,in recent years,the tourist reception and turnover of the scenic spot have continued to decline.In addition to the impact of epidemic normalization,Gubei Water Town will face more challenges.With the intensification of industry competition and the transformation of consumption demand,the development and upgrading of cultural and tourism products in tourist towns has become particularly important.Only high-quality cultural and tourism products that truly meet the needs of tourists can stimulate consumption potential,achieve sustainable development of the town,and drive the development and prosperity of regional culture.How to speed up the upgrading of the supply side,create cultural tourism products with regional characteristics and strong appeal,and constantly meet the growing cultural tourism consumption demand of tourists is an urgent problem to be solved in Gubei Water Town,and also an important research content in the current industry.Tourist satisfaction is an important indicator to measure the advantages and disadvantages of tourism products.This paper analyzes the problems of cultural tourism products in Gubei Water Town from the perspective of tourist satisfaction,and puts forward product promotion strategies.First of all,it introduces the research background and purpose of the paper,summarizes the research status at home and abroad through literature review,and sorts out relevant concepts and theories.Secondly,investigate the current situation of cultural tourism products in Gubei Water Town,and analyze the resource advantages of the scenic spot,the types of cultural tourism products,and the product life cycle.Thirdly,referring to the theory and literature of customer satisfaction at home and abroad,combined with research practice,the evaluation index system of tourist satisfaction of cultural tourism products in Gubei Water Town is constructed from three dimensions of tourist perceived quality,tourist cultural experience and tourist perceived value,and based on this index system,a questionnaire is designed to investigate the tourist satisfaction of cultural tourism products in Gubei Water Town.SPSSAU software is used to analyze the reliability,validity and correlation of the collected data,to obtain the correlation between the indicators and the overall satisfaction,and to draw the satisfaction correlation coefficient quadrant diagram,so as to analyze the problems of cultural tourism products in Gubei Water Town.Finally,focusing on the research purpose,the paper proposes targeted strategies to improve the cultural and tourism products of Gubei Water Town: enrich supporting products and increase the perceived quality of tourists;Create cultural and tourism features and improve tourists’ cultural experience;Desalinate the modern commercial atmosphere and improve the perceived value of tourists;Use the surrounding ancient village resources to develop in-depth tourism products.The paper aims to promote the promotion of cultural and tourism products in Gubei Water Town,better meet the consumption needs of tourists,realize the sustainable development of the town,and also provide reference for the development of cultural and tourism products in other tourism towns.