Tourist Satisfaction Based Marketing Research for Domestic Tourist Market of Jiangsu Province

摘要

This paper, with the domestic tourist market of Jiangsu Province as research object, revealed through tourist satisfaction indicator system the fact that the domestic tourist satisfaction at Jiangsu Province has not yet reached the level of satisfaction, and that difference existed in satisfaction between different tourist groups; additionally, this paper identified 13 significant factors affecting tourist satisfaction. On this basis, this paper proposed the marketing strategy for Jiangsu's domestic tourist market. Tourist satisfaction, as derived from customer satisfaction, refers to tourists' comprehensive evaluation of the extent to which the tourism landscapes, infrastructures, tourism environment and social service etc. satisfy their requirements for tourism activities. Along with the increasingly fierce competition in sightseeing places, market orientation has become an inevitable choice of tourism development; tourist satisfaction analysis is exactly an important way to learn about tourists and market.