Research on the satisfaction degree and improvement path of red tourists from the perspective of cultural and tourism integration: taking Ruijin red scenic spot as an example

Abstract

In the new era, the cultural industry and the tourism industry are increasingly close. Ruijin, as one of the representative places of Red tourism in Hunan and Jiangxi, is conducive to the planning and design of tourist areas, improve the tourist experience and develop the tourism industry by studying the satisfaction of its red tourists. An evaluation system for tourist satisfaction of Ruijin Red Tourism was constructed organically with 23 indicators, and factors affecting tourist satisfaction were extracted by descriptive statistical analysis and factor analysis. The research shows that: (1) the five key factors affecting the satisfaction of red tourists are the inheritance and application of red culture, tourism environment, tourism shopping, tourism infrastructure, and tourism service. (2) In red tourism, the factors of low overall satisfaction of tourists are mainly tourism infrastructure and tourism services; (3) the most influential factor on tourist satisfaction is the inheritance and application of red culture. Finally, based on the results of empirical analysis, the existing problems in the Ruijin Red tourism area were analyzed, and the development path to improve tourist satisfaction was proposed.