Factors Affecting Chinese Tourist Satisfaction and Revisit Intention in Guilin China

Abstract

The current study explores characteristics of marketing 7Ps that have an influence on customer revisit Intention. The results of this paper have the practical significance of establishing the theoretical meaning of customer satisfaction and improving the all perspective of quality finally enhance the tourist revisit rate. It will help tourism industry find out what they lack and offer the guidance. In this research used in this study constituted of those people who travelled or those traveling in Guilin, would use sampling method for representative all target groups which researcher use random sampling for collect 450 data by choose 3 biggest tourist attraction: Seven Star Park, Guilin Museum, Longji Rice Terraces. The results of the study show that marketing mix (7P’s) has positive effect on customer satisfaction and customer satisfaction has positive impact on customer revisit intention. The local communities of the tourism industry have to attempt to make new and memorable experiences for visitors as well as formulating good relationships and interactions with the tourists.