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| A PRELIMINARY RESEARCH ON WATER TOURIST SATISFACTION INDEX SYSTEM——A Case Study of Huangpu River |
| CAO Rui, ZHANG Jing |
| School of Economics and Management, Shanghai Maritime University, Shanghai 200135, China |
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Abstract Today, water tourism is booming in waterfront cities. But lots of complaining was heard, which shows the ignorance on the tourist satisfaction, the key factor of water tourism development. Correspondingly, most of the tourism satisfaction research is normal ones without consideration of water tourism characteristics. This paper tries to do some preliminary research and to find a way to solve the bottleneck problems on the way to water tourism development. First, we identified the affect factors on water tourist satisfaction, and found that both of the factors had their own features. Then, we built models to explain the factors and tried to measure the satisfaction quantization. In this paper, water tourist satisfaction measurement stands from the tourist perspective and endeavors to judge the service quality. In order to analyze the tourist satisfaction, we inference with the classical Oliver's "expectation-difference" theory and the SERVUAL scale, and also summarize impaction factors of water tourism meanwhile to build a new system for water tourist satisfaction. In order to test the system's utility, this paper take Huangpu River for an example. Especially when Shanghai EXPO made water tourism a bright point, water tourist satisfaction must be taken seriously. Use statistical software to deal with the data, the Huangpu River Tour quantitative indicators come out clearly. The visitors are in a state of basically contentment to Huangpu River tourism generally. Three aspects of strategies are analyzed including resources and image, management and facilities, talents and service. Due to the limitations of the sample, the system cannot reflect the whole picture of the water tourism. But this study proves the validity and usefulness of the Water Tourist Satisfaction Index System from one side, in order to promote the water tourism development in our country.
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Received: 24 May 2010
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2011, Vol. 26 
