The Key Factors Affecting Red Tourism Satisfaction Based on The ISM Model

Abstract

Tourist satisfaction has an important impact on the sustainable development of red tourism. Using tourists' online comment data to study the tourists' satisfaction with red scenic spots and the style of travel experience can overcome the defects of questionnaire survey and other models, such as sample collection difficulties and difficulty to meet statistical requirements. Based on this, this paper takes the online tourism reviews of Ruijin Republic cradle scenic spot in Ganzhou as the research object, encodes the review text with grounded theory, extracts 15 core concept categories as influencing factors, uses the ISM model to analyze the interaction between these influencing factors, and constructs a hierarchical model of red tourism tourist satisfaction, Thus, the key factors affecting red tourism satisfaction are extracted. The results show that "red cultural relics", "red historical sites", "traffic convenience of the scenic spot", "ticket prices for scenic spots", "environmental sanitation status of the scenic spot", "basic facilities of the scenic spot", "supporting services of the scenic spot", "tour guide service" and "service attitude of staff" are the key factors affecting the satisfaction of red tourism. On this basis, this paper puts forward effective suggestions for the development of red tourism.