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| A STUDY OF THE INTERNATIONAL Tourists' SATISFACTION ON CHINESE INTANGIBLE CULTURE HERITAGE AND ITS MEASURE MODELS——A Case Study of Suzhou Kun Opera |
| WANG Jin-lian1, WANG De-gen1, LIU Chang-xue2 |
1. Tourism Department of Suzhou University, Suzhou 215021, China;
2. Education and Human science Department of Suzhou Vocational University, Suzhou 215019, China |
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Abstract This paper has the typical Chinese traditional art, Kun opera, as the object, analyses the international tourists' satisfaction on Chinese intangible culture heritage and its measure model. The data of this research is from field survey. The authors measure the international tourists' satisfaction, and analysis the relativity between the international tourists' satisfaction and the whole tourists' satisfaction. And then compare the model of the EXPECTATION & EQUILTY, NORM and ACTUAL through the multiple regression analysis. It shows that (1) international tourists have high appraisal in Chinese intangible culture heritage Kun opera. (2) different demographic characteristics of international tourists have different impressions on the Chinese intangible culture heritage, Kun opera, and there also have different satisfaction. Female international tourists have a higher appraisal on Chinese intangible culture heritage than that of male's. Young tourists have a high appraise on the "charm" of Kun opera, but the middle-aged and older tourists prefer the "tradition" of the Kun opera; the bachelors have a higher recognition of the "knowledge/pleasure" of Kun opera than that of others'. Students, workers and retirees pay more attention to the "value" of the Kun opera; (3) the satisfaction measured by different models have different relativity to the total satisfaction. Compared with other models, the ACTUAL model is more suitable for measuring the international tourists' satisfaction on Chinese intangible culture heritage. Finally, the authors put forward suggestions for the Chinese intangible culture heritage exploitation, and set up a satisfaction measure model.
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Received: 08 March 2010
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2010, Vol. 25 
