关键词: 游客满意度, 客家文化旅游, 开发策略

Abstract:

The Hakka culture tourism means using Hakka region's unique historical background and cultural and natural landscape to satisfy tourist cultural heritage and cultural experience tourism. Since the 21st century, the Hakka culture tourism is booming. But the Hakka culture tourism development needs theoretical guidance extremely. So it is an effective way to enhance the competitiveness of tourist attraction and tourist satisfaction measurement to understand and grasp the service needs of the tourism. In Hakka cultural tourism, as the research object, the theory of satisfaction is used to assess the evaluation of the tourist satisfaction. Studies show that: 1) The overall satisfaction degree of tourists is lower than satisfaction level. 2) There are some differences in the satisfaction between different tourist groups. 3) There are significant influence factors of satisfaction. Otherwise , the Hakka culture tourism has such problems as fuzzy image, narrow market, single product, lack characteristics, less service supervision and so on. Improving the visitors' understanding of Hakka culture, enriching Hakka culture tourism products, enhancing the cultural connotation of tourism products and optimizing the tourism environment are effective ways to enhance the satisfaction of Hakka culture tourism tourists. The article suggests: the Hakka culture tourism development should implement the image strategy, market strategy, product strategy, environment and management strategy to improve the image of the Hakka culture tourism value, the product value, environmental value and service value. Countermeasures include: 1) Strengthening the image theme, strengthening tourism promotion and image propagation, cultivating and promoting Hakka culture tourism brand image can enhance the value of Hakka culture tourism image.2) Developing non-Hakka tourist market, innovating mode of tourism marketing, widening the Hakka culture tourism marketing channels can expand the Hakka culture tourism market.3) Strengthening the characteristics and competitive products consciousness, enriching Hakka culture tourism products, improving the Hakka culture tourism product quality can improve the Hakka culture tourism products and service value.4) Strengthening the construction of infrastructure and ecological environment construction, enhancing the Hakka culture tourism environmental quality can enhance the Hakka culture tourism environment value.5) Strengthening the system construction, standardizing the trade management, establishing long-term mechanism to promote customer satisfaction can improve the Hakka culture tourism service value.

Key words: the tourists' satisfaction, Hakka cultural tourism, development strategy