The Evaluation on Tourists’ Satisfaction for Ecological Tourism Based on FAHP

Abstract

Ecotourism is a new form of tourism based on natural resources and ecological environment, which is of great significance to solve the contradiction between ecological environment protection and social and economic development. Ecotourism of Source in taihu lake scenic area of Lin’an has a strong development potential, but the rapid development of other forms of ecotourism, such as leisure agriculture and folk tourism, has caused a certain degree of impact on the development of he ecotourism of Source in taihu lake scenic area. Therefore, the evaluation of tourists’ satisfaction of he ecotourism of Source in taihu lake scenic area has a strong promoting effect on the significant improvement of the comprehensive competitiveness of ecotourism scenic spots. Taking the ecotourism of Source in taihu lake scenic area as research object, the tourists’ satisfaction was evaluated by the fuzzy comprehensive evaluation method based on hierarchical analysis, and the tourists’ satisfaction and overall satisfaction in six dimensions including ecological environment, tourism resources, tourism facilities, service management, tourism consumption and tourism experience were analyzed. The results show that the tourist satisfaction of the ecotourism of Source in taihu lake scenic area is 3.4321, which basically reaches the level of satisfaction according to the principle of maximum membership. However, the scores in the dimension of ecological environment, tourism experience and service management are relatively low, so it is necessary to improve the ecological environment, improve tourists’ sense of experience and improve service management, so as to put forward some practical countermeasures and suggestions for improving tourists’ satisfaction and sustainable development of ecotourism in this ecological scenic spot.