Study On The Development Of Red Tourism From The Perspective Of Tourist Satisfaction

Red tourism is a special tourism product with the core of carrying forward patriotism and national spirit.It plays a huge role in resource protection,cultural education and economic development.In recent years,it has not only been highly valued at the national level,but also attracted wide attention from all walks of life.But at present,there are still many problems in the development of red tourism,and the main tourist groups are also becoming younger and more knowledgeable.Their consumption preferences put forward new requirements for the development of red tourism.The success of a tourism project depends on the evaluation of tourist satisfaction.Therefore,from the perspective of tourist satisfaction,this paper takes Guyuan City as the research object,uses SWOT analysis,principal component analysis and fuzzy comprehensive evaluation method to analyze the current development level and existing problems of red tourism in Guyuan City,and puts forward corresponding development strategies,and mainly draws the following research conclusions:(1)Through SWOT analysis of the development of red tourism in Guyuan City,it is found that the development of red tourism in Guyuan City has the advantages of rich tourism resources,obvious theme resources,certain brand awareness and superior transportation location;Having disadvantages such as being in the early stages of development,insufficient attractiveness,lagging supporting facilities,insufficient publicity efforts,and a shortage of red tourism professionals;It has the opportunity of policy support,the increase of tourism demand after the release of epidemic control,the strong development of regional tourism and red tourism;There are challenges such as tourism image screening,lack of innovation in products,and difficulty in supporting red tourism alone.(2)Through the analysis of demographic characteristics,it is found that the gender distribution of male and female tourists is relatively balanced.The tourist group aged 26-45 is the main tourist group.The educational background of tourists is mainly high school and undergraduate.The occupation of tourists is mainly distributed among enterprise employees,public officials,teachers and students.The income level of tourists is mainly 30000 to 100000 yuan.The tourist source is mainly in Guyuan City and other places in Ningxia.Through the analysis of tourist behavior characteristics,it is found that tourists are mostly for the purpose of leisure,entertainment and cultural education,and mainly go spontaneously and travel with friends.The travel traffic is mainly private car and public transport,and the stay time is mostly 3～5h.Through the statistical analysis of variable description,it is found that tourists are relatively recognized for the overall development of red tourism in Guyuan,but the innovation of products and service level still need to be greatly improved.(3)Relying on the data of the questionnaire,this paper evaluates the satisfaction of red tourism tourists in Guyuan.The principal component analysis method is used to divide all measurement items of the satisfaction of red tourism tourists in Guyuan into six dimensions:resource status,infrastructure,management services,service facilities,environmental atmosphere and perceived experience.Then,the fuzzy comprehensive evaluation method is used to construct the fuzzy comprehensive evaluation matrix,and the scores of tourist satisfaction in each dimension are calculated by combining the weight.The comprehensive score of the red tourism tourist satisfaction in Guyuan is 3.782,between 3 and 4,which is at the average level.The evaluation score of each sub-dimension shows:resource status(3.988)>infrastructure(3.724)>service facilities(3.671)>environmental atmosphere(3.661)>management services(3.588)>perceived experience(3.495).From the research results,we can see that the future development of red tourism in Guyuan still needs to be greatly improved,and the perception experience and management service are the most important.(4)According to the SWOT analysis and the evaluation results of tourist satisfaction,the follow-up development strategy of Guyuan red tourism is put forward.It mainly focuses on the three major development strategic themes of focusing on cooperative development,enhancing tourists’ experience perception and improving tourism image,involving regional integration,industrial integration,smart tourism,product innovation,talent mining,brand image,infrastructure and management services.