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

Abstract

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 1 . 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. General situation of domestic tourist market in Jiangsu Province Tourists on the domestic tourist market of Jiangsu Province mainly come from Jiangsu Province itself, while the proportion of tourists from other provinces may fluctuate from time to time. The average proportion of tourists from Jiangsu during the period from 2001 to 2012 is 41.21%, while the proportion of tourists from other provinces was constantly 58.79% 2 . The top five external sources of tourists over the more than one decade were Shanghai, Zhejiang, Anhui, Shandong, and Guangdong. With respect to seasonal characteristics, the domestic tourism market received fewer tourists in winter, and more in summer. As for the selection of tourism products, most tourists (43.20%) selected sightseeing; the tourists of leisure vacation (16.63%) and business activities (13.84%) accounted for a large proportion; the proportions of other types of tourists did not exceed 10%. With regard to the consumption structure of domestic tourists, the sum of revenue from long-distance transportation, accommodation, catering and scenic spots accounted for more than 70% of total domestic tourism revenue. This shows that tourists' expenditures for basic consumption items still account for the main part of consumption, while not enough consumption has corresponded to high-grade and highly value-added products like entertainment, which indicates that further efforts shall be made to extend the depth of tourism products 3 .