The Influence of Tourist Satisfaction on Destination Intention of Revisiting: A Case Study of Yintan Scenic Area in Beihai, Guangxi

Abstract

With the rapid development of tourism and the acceleration of industry competition, the homogeneity of scenic spots is becoming more and more serious, and many scenic spots have the problem of low tourist revisit rates. Therefore, this paper takes Beihai Yintan scenic area as an example, selected the data of tourist satisfaction survey of Beihai Yintan scenic area as the data source, and used analysis software to conduct frequency, variance, factor, correlation, and regression analysis, etc., to research the influence mechanism of tourist satisfaction on the intention to revisit the destination. The conclusions are as follows: 1) The evaluation index of tourist satisfaction with Beihai Yintan scenic area can be divided into eight dimensions, including entertainment activities, shopping experience, and dining experience. The highest degree of tourist satisfaction is tourism resources, and the price of scenic spots has the lowest satisfaction. 2) In the multi-dimensional evaluation system of scenic spot satisfaction, in addition to overall satisfaction, the four dimensions of the evaluation of entertainment activities, tourism resources, scenic spot prices, and scenic supporting facilities are significantly related to tourists' willingness to revisit, and the degree of correlation decreases in order; 3) Satisfaction evaluation of tourists' overall satisfaction, tourism resources, supporting facilities and prices of scenic spots has a positive influence on revisit inte​ntion, and the degree of influence decreases successively. Satisfaction of recreational activities has a negative influence on revisit intention. 4) Although tourists are mostly satisfied with various dimensions of scenic spots, there is still much room for improvement in their overall satisfaction. Finally, the paper combines the changes in tourists' demand under the background of the normalization of the current pandemic and puts forward countermeasures and suggestions for the high-quality development of the Beihai Yintan scenic area after COVID-19.