Study On The Improvement Of Tourist Satisfaction In Moganshan Scenic Area

In the fierce market environment,in order to improve their market competitiveness,scenic spots must cultivate their and competitive advantages by improving tourist satisfaction,so as to promote the sustainable experience and development of scenic spots.At present,more and more experts and scholars have also increased their research on tourist satisfaction.The government and tourism practitioners are also committed to creating tourist destinations that can meet the needs of tourists and meet the satisfaction of tourists,which is also a key problem to be solved in promoting the development of tourist destinations.Combined with the perspective of tourists,this paper analyzes the influencing factors of the satisfaction of the scenic spot,finds out several main factors causing the dissatisfaction of tourists,starts from these aspects,comprehensively puts forward improvement countermeasures and measures,strengthens the construction of the infrastructure of the scenic spot,improves the product and service quality of the scenic spot,and carries out product and service innovation and Optimization in combination with the characteristics of the scenic spot,so as to improve the satisfaction of tourists,which plays a positive role in promoting the development of the scenic spot.Mogan mountain scenic spot is located in Zhejiang Province.Relying on its rich natural scenery and environmental characteristics,Mogan mountain scenic spot is rated as a national 4A scenic spot.Mogan mountain scenic spot has unique advantages in the tourism industry.However,at present,the competitiveness of China’s tourism industry is very fierce.Mogan mountain scenic spot needs to improve its competitiveness and development,seize the tourism market,improve its influence in the tourism market,improve tourists’ tourism satisfaction,and inject sufficient power into the sustainable development of Mogan mountain scenic spot.The purpose of this study is to improve the tourist satisfaction of Mogan mountain scenic spot and help Mogan mountain scenic spot improve the competitiveness of tourism market.In the research process of this paper,firstly,by collecting and sorting out the research literature and data at home and abroad,combined with the tourism development status of Mogan mountain scenic spot,this paper combs the theories and concepts used to optimize tourist satisfaction;Secondly,combined with the actual situation of Mogan mountain scenic spot,this paper constructs the tourist satisfaction index evaluation system,designs a questionnaire according to the requirements of the subject,and obtains the real and effective data of tourist satisfaction.Using SPSS software and factor analysis,this paper analyzes the factors affecting tourist satisfaction,and combines these factors to adjust the satisfaction evaluation index constructed in the early stage.Thirdly,the IPA analysis method is used to analyze the current situation of tourist satisfaction in Mogan mountain scenic spot,and the final satisfaction is 3.66,indicating that the tourists’ satisfaction with Mogan mountain scenic spot is in the range of "general" to "satisfaction".Finally,in view of these dissatisfied indicators,this paper puts forward reasonable and effective improvement countermeasures and optimization measures to improve the satisfaction of tourists in Moganshan scenic spot,including strengthening the improvement of the scenic spot tourism environment,improving the accessibility of the scenic spot and improving the design of accommodation and characteristic products,so as to provide a basis for Moganshan scenic spot to improve its tourism competitiveness.