Movie Induced Tourism Destination Management Based on Visitors’ Preferences and Satisfaction
|School||Hainan Normal University,|
|Keywords||movie induced tourism preference satisfaction tourism product|
In our country movie induced tourism development has blind problems and soon development, building redundant project, deficient theory instruction. TakingSanya Tropical Heaven Forest Park as an example, this paper study tourist’spreferences and satisfaction level by means of questionnaire survey. Based on it,some suggestions on development of movie induced tourism product of the park andthe management of the park are put forward. The main findings and the researchmethod used are as follows:(1)Using cross-tab analysis methods, factor analysis, ANOVA, this papercompared the preference between tourist clusters of different social characteristics.Research results show that:(a)there is no significantly gender difference in thepreference of movie induced tourism, while significantly differences existing indifferent age segment of visitors;(b) the movie induced tourism on traveling interesthas no relationship with education level, but it is related to visitors’ income; theanalysis demonstrates that tourists are interested in the movie of a love storyphotography, but gender, education level and the movie induced tourism have nosignificant relationship;(c) a ranking of the movie induced tourist resourcesattraction index shows that natural scenery is what the visitors most preferred,successively are the process and the technology of movie produced, stars and theactors humanities landscapes and movie museum is what the visitors least interestedin.(2) Using ANOVA, the difference in movie induced tourism satisfaction betweendifferent social demographic clusters are compared. Research results show that:(a)visitors are satisfied with the natural elements of movie induced tourism products inthe park with the mean value of3.55;(b) visitors are not very satisfied with theculture derivative products with the mean value of3.01;(c)satisfaction with thenatural elements of movie is significantly higher than that with the culture derivativeproducts of the movie.(3) Visitors’ satisfaction is significantly, positively relatedwith their preference, i.e the more the visitors preferable to the movie-inducedtourism, the more they are satisfied with the Heaven Forest Park, and vice averse.(4)Based on the foregoing findings,suggestions on tourism product development andmovie induced tourism destinations management are advanced.This research is helpfulfor movie induced tourism to carry out effective marketing, but also conducive to improve themovie induced tourism destination competitiveness better.