A Study on Foreign Tourist Satisfaction on Tourism Attributes in Kunming, China

Abstract

This research attempted to identify the factors such as tourism attraction, accessibility and infrastructure, safety and security, destination image, affecting tourist’s destination satisfaction in Kunming City, China. This research also explored the relationship between tourist satisfaction and selected tourists’ demographic characteristics (age, gender and educational level) and travel behavior characteristics (length of stay, past-experience and source of information). The study areas for this research were the main attractions of Kunming City, China. The quantitative approach was the major method used, with statistical techniques such as descriptive analysis and inferential analysis. The sample population for this research was composed of foreign tourists who visited Kunming City, China between February to March, 2015. The survey was conducted at ten different attractions in Kunming, the unit of analysis was at the individual level with the sample size of 384 foreign tourists. The findings of this research indicated that higher levels of tourism attraction, accessibility and infrastructure, safety and security, destination image were positively associated with higher level of tourists’ destination satisfaction. Moreover, ANOVA revealed that there is a significant difference in the overall satisfaction of tourists by gender, age, educational level and length of stay. Based on the results of this study, several recommendations can be made to increase tourists’ satisfaction with the Kunming City, China. First, identifying the variables that satisfy the tourists who visit Kunming will help tourism planners develop appropriate strategies to attract tourists/target markets and serve them effectively. Second, it will help tourism marketers to better understand what their customers want.