Influencing Factors of Tourist Satisfaction on Tourism Development in Enshi under the Background of Rural Revitalization

Abstract

The study uses ACSI American Customer Satisfaction Index model to build a theoretical model of tourist satisfaction in Enshi rural tourism resort. Then, taking Tujia Daughter City in Enshi, Hubei Province as a case, the paper analyzes the relevant factors affecting tourist satisfaction and summarizes the relationship between the relevant variables. The empirical study adopted quantitative research method and online questionnaire survey. The data collected in the questionnaire survey were analyzed. This paper mainly adopts descriptive statistics, reliability, validity, factor analysis, correlation analysis, and regression analysis methods. Research has found that there is a significant positive relationship between tourists' satisfaction and their expectations, perceived quality, and perceived value. Customer satisfaction has a significant impact on customer loyalty. There is a significant positive correlation between tourism satisfaction and tourism complaints. To enhance the tourism experience and tourism experience of Enshi city, we should start from two aspects: enhancing the cultural connotation of the tourist destination and improving the surrounding environment of the tourist destination. At the same time, the government will also develop a shared tourism plan and increase efforts to preserve and repair ancient buildings.