Research On Tourism Development Strategy Of Qiaojia Courtyard Based On Tourist Satisfaction Analysis

Since China’s reform and opening up,with the continuous improvement of the level of national economic and social development,the tourism industry has also experienced the development process of scale expansion and structural diversification.In this process,tourism products of different formats have been introduced into the tourism market,and tourism attractions have become increasingly complex and diverse,thereby deepening people’s awareness and understanding of tourism resources.Juxtaposed with natural tourism resources,cultural landscapes with profound historical and cultural deposits are always regarded as important cultural tourism resources.The remains of traditional residential buildings with a certain scale,complete form,rich content and exquisite decoration have become an important part of cultural tourism resources due to their cultural and artistic values.How to protect and develop,inherit and utilize the traditional residential building communities that are widely distributed,numerous and valuable in China has been the research topic of the tourism industry and academia for a long time.In 2019,the issue of Qiaojia compound’s 5 A delisting attracted national attention.A series of issues,including the over-commercialization of Qiaojia compound,were widely reported.However,most of the angles of attention were from administrative and expert perspectives,but from the market and the tourist satisfaction angle of view carries on the investigation research less.Based on this,this study from the perspective of tourist satisfaction,the use of interdisciplinary research methods,reference to the academic dimension of tourist satisfaction measurement standards,it constructs 7exogenous potential variables,including tourism traffic,Price Perception,tourism resources,scenic facilities,tourism services,shopping experience and scenic spots,etc.,tourist loyalty and tourist satisfaction are 2 endogenous potential variables and 31 observed variables,which are composed of the measurement system of tourist satisfaction in Qiaojia courtyard.On this basis,the use of questionnaires and in-depth interviews,the courtyard of the Qiao tourists satisfaction in-depth investigation and analysis.The hypothesis is put forward and the structural equation model is constructed.Through the statistical software SPSS26.0 and Smart PLS,the data samples were analyzed systematically,and combined with the in-depth interviews during the investigation,the conclusions were as follows: first,in the structural equation model of tourist satisfaction of Qiaojia courtyard,it is verified and proved that the five dimensions of price perception,tourism traffic,tourism resources,scenic spots and facilities have significant effects on tourist satisfaction Tourism traffic,tourism service,shopping experience four dimensions have a significant impact on tourist loyalty,from the market point of view to prove that Qiao’ s courtyard over-commercialization problems do affect the satisfaction and loyalty of tourists.Secondly,according to the descriptive analysis of the data and the content of the interview,the following six major problems exist in the tourism development of Qiao’s courtyard,that is to say,the development of courtyard culture is not enough,the protection of tourism resources is not enough,the operation and management level of scenic spots is weak,the tourism cultural and creative products are too single,the competition between the same type of scenic spots is intensified,and the coordinated development of scenic spots is lagging behind.Third,in view of the investigation and research summary question,proposed promotes the Qiao family courtyard tourism development the measure and the management suggestion.These include the development suggestions of tapping cultural resources,training comprehensive talents,improving the quality of tourism service,strengthening the infrastructure construction of scenic spots and the coordinated development of regional comprehensive tourism resources,etc.,it is expected to promote the sustainable development of Qiaojia compound tourism during the period of normalization of the epidemic and in the future.