Analysis of Factors Affecting Tourist Satisfaction in Recreational Areas of National Parks

CHEN Rongyi;HAN Baichuan;LYU Liang;MA Tizi;PAN Hui;Department of Minjiang University;The Research Center for Maritime Tourism in the Research Base for Humanities and Social Science in Colleges and Universities of Fujian Province;College of Horticulture,Fujian Agriculture and Forestry University;Department of Biotechnology,Ningde Vocational and Technical College;

text analysis;;tourist satisfaction;;Wuyishan National Park;;recreation area

(1)Background——The domestic scholars focus on macro levels such as:The definition and characteristics of the national park,the purpose and significance of the establishment of the national park system and so on,while the micro level research on the stakeholders of National Park rarely appears.(2) Methods——The data python software of Octoparse is used to grab a total of 1031 online comments and 945 actual effective texts from August 15,2018 to August 15,2019 in Recreation area and utilization area of Wuyishan National Park.And the effective text is analyzed with the software of RST CM6.(3) Results——The overall satisfaction of tourists to the Recreational area of Wuyishan National Park is relatively high,of which the positive emotion accounts for 77.57%.And the middle-level emotion accounts for 9.10%.Negative emotions accounted for 13.33%,indicating that more careful management may change negative emotions into positive ones and improve the overall satisfaction of the scenic spot.The satisfaction evaluation system is composed of four dimensions: tourism landscape,location transportation,recreation experience,management and service.First of all,from the perspective of tourism landscape,more than 72% of tourists give positive comments on the quality of natural scenery and ecological environment in Wuyishan National Park Recreation Area.With the high satisfaction,however,only 14.1% of the positive comments of human landscape failed to attract the attention of tourists.There are two reasons for this condition,the first one is that tourists are not interested in cultural landscape;the other is that cultural landscape is not clearly described,so we can find that there are problems in the construction of cultural landscape in Wuyishan National Park.Besides,for location and transportation,it can be concluded that tourists are more satisfied with the infrastructure in Wuyishan National Park Recreation Area.In addition,from the view of recreation experience,the overall satisfaction of experience is better.However,it can be found that the proportion of both positive and negative evaluation of traffic experience is as high as 11.7%.It is concluded that the high temperature in summer and the long waiting time for bamboo raft affect the tour experience and cause physical fatigue.What's more,in terms of management and service,the positive comments on service and arrangement of route are higher,up to 74%,while the negative attitudes of tourism products are higher than the positive ones.Through the in-depth analysis of the satisfaction evaluation system,it is concluded that the positive attitudes of the beautifully natural environment of tourists is 88.7%.(4) Conclusions and Discussions——Through the above research,the following suggestions are put forward:The first one is to protect the ecological environment.Therefore,it's necessary to protect the natural resources from over exploitation,strengthen the environmental awareness of tourists,and promote the sustainable development of national parks.The second one is to establish a network interactive platform,which can help park manager deal with complaints or suggestions from tourists in time and improve service quality.The final one is to build regional cultural landscape and excavate regional the characteristic culture of the region to create a highly identifiable cultural landscape,which is helpful to enrich the tourist experience and improve the satisfaction of tourists.