Research On The Development Straregy Of Huangshan Tourism Speciality Products Based On Tourist Satisfaction

The sale of tourism specialty products,which constitutes an essential part of the supply chain in tourism industry,is not only a significant element for the development of tourism economy,but also an important factor to enhance the positive impact of tourism on the economic development in tourist destination.With the diversified development of tourism demand,tourists attach more attention to and demand for more tourism specialty products in tourist destination when traveling.How to develop tourism specialty products in tourist destination based on the perspective of tourist demand and satisfaction so as to promote the in-depth progress of tourism economy is the focus of the economic management in tourist destination.Huangshan is a renowned tourist city,with its tourism economy playing a significant role in the development of local economy.At the same time,Huangshan boasts rich specialty resources,including Huangshan Maofeng,Taiping Kowkui,Keemun Black Tea,which are in the list of China’s top ten tea brands.There are also many famous specialties such as smelly mandarin fish,small baked cake,wood carving,root carving,brick carving,Hui ink and She inkstone,etc.However,these high-quality specialty products have not formed a corresponding market scale or brought about due economic benefits.With the continuous improvement of residents’ living standards,people have higher requirements for the quality,design and service of specialty products.Although the development of the existing tourism specialty products in Huangshan has met the needs of tourists to a certain extent,there are still problems and it does not match the rapid development of the tourism industry in Huangshan.How to deeply develop tourism specialty products remains a major problem in extending the tourism industry chain in Huangshan.This paper,based on the perspective of tourist satisfaction,analyzes the current problems in the development of Huangshan tourism specialty products through the analysis of detailed satisfaction survey data and puts forward effective development strategies,which can be conducive to improving the development level of Huangshan tourism specialty products.Taking Huangshan tourism specialty products as the research objects and starting from the satisfaction of specialty products,this paper,with the 7Ps marketing theory for reference,selects 21 evaluation indicators from the seven dimensions of products,price,promotion,channels,personnel,process and material environment to construct an evaluation system of the satisfaction of specialty products according to the characteristics of tourism specialty products and investigates the satisfaction and significance of Huangshan tourism specialty products by using the questionnaire survey as the main data acquisition method.The paper also utilizes SPSS software to analyze the differences and "importance—satisfaction"(IPA)of the data obtained,so as to find out the gap between tourist satisfaction and expectation and the shortcomings of Huangshan tourism specialty products,and then propose corresponding improvement strategies based on the analysis results.The survey finds that among the 21 indicators evaluated,6 indicators have low tourist satisfaction but are of great importance,which are indicators that need to be optimized and improved urgently for Huangshan tourism specialty products.Specifically,in the development of Huangshan tourism specialty products,severe product homogeneity,less-innovative packaging design,backward marketing method,the lacking of brand awareness,insufficient after-sales service and imperfect complaint mechanism are the major problems.In view of the above problems,the questionnaire survey and the feedback of tourists during the interview,this paper puts forward the following countermeasures and suggestions:The development of Huangshan tourism specialty products should take a differentiated development route,improve the creativity of packaging design,enhance the marketing method,strengthen the brand of specialty products,improve the after-sales service ability and optimize the complaint supervision mechanism of tourism shopping.This study discusses tourism specialty products based on tourist satisfaction,which is expected to enrich the research content in this field,promote the policy formulation and guidance of relevant tourism specialty enterprises and even the government,and enrich the relevant research.The research results can also provide reference for the development of tourism specialty products in other tourism cities or regions.As there are many overlaps between my work and the research content,further study will be conducted in my work.