PROGRESS IN GEOGRAPHY ›› 2012, Vol. 31 ›› Issue (10): 1369-1376.doi: 10.11820/dlkxjz.2012.10.015

• Original Articles • Previous Articles     Next Articles

Evaluation of Tourist Satisfaction of World Intangible Cultural Heritage Based on SEM: A Case Study of Kunqu

LIU Changxue1, WANG Degen2   

  1. 1. Education and Human Science Department of Suzhou Vocational University, Suzhou 215019, China;
    2. Department of Tourism Management, Suzhou University, Suzhou 215021, China
  • Received:2012-01-01 Revised:2012-05-01 Online:2012-10-25 Published:2012-10-25

Abstract: The paper, based on a series of CIS models, presents a case study of World Intangible Heritage Kunqu and puts forward a CSI model evaluation for tourist satisfaction of Kunqu. By means of SEM, the paper analyses the relationship among variables (6 major variables:“inherent value”,“external value”,“perceived value”, “perceived quality”,“satisfaction”and“loyalty”. The results show that: the inherent value and external value have a significant impact on the perceived value and perceived quality, through which, they also influence tourist satisfaction. Ensuingly the tourist satisfaction will affect loyalty. Therefore, it is necessary to develop the inherent value of Kunqu and place emphasis on the external packaging of the product so as to improve the tourist perceived quality, satisfaction and loyalty.

Key words: intangible cultural heritage, Kunqu of Suzhou, satisfaction, SEM