The Effect of the marketing mix on the satisfaction of Chinese tourism in revisiting Lijiang, China

Lijiang has rich tourism resources, and tourism has become one of the essential pillar industries of Yunnan's tourism economy. Tourism resources limit the development of tourism and the value it creates and is primarily influenced by the management level and the city's overall image, which is closely related to the overall development and planning of the city. Tourists' tourism environment, psychological feelings about tourism products, and tourist satisfaction are essential for urban tourism resource development and planning. Tourist satisfaction is developed from the satisfaction of customers. Customer satisfaction is the quantitative expression of the customer's psychological feelings about a specific business. This study aims to investigate and analyze the satisfaction of different types of tourists visiting Lijiang, China, to understand the needs and expectations of tourists visiting Lijiang and thus to serve as the Lijiang Brigade. Current research explores the characteristics of marketing 7Ps, which can easily affect customers' revisit intentions. The research results of this article are for establishing the theoretical significance of customer satisfaction, improving the overall analysis from a comprehensive perspective, and ultimately achieving the practical goal of increasing the return rate of tourists. This will help the tourism industry find what they lack and provide guidance and progress. This study suggests that understanding consumers' return intention contributes to the sustainable management of enterprises. The research results are helpful for tourism operators to understand better the marketing mix in the Lijiang region, which is an integral part of developing effective marketing methods to improve customer satisfaction and return visit intention. The results show that marketing mix (7P's) positively affects customer satisfaction, and customer satisfaction positively affects customer revisit intention.

丽江拥有丰富的旅游资源，旅游业已成为云南省旅游经济不可或缺的支柱产业之一。旅游资源的开发、旅游产业的发展及其创造的价值，主要受管理水平与城市整体形象的制约，而后者与城市的整体发展规划紧密相关。游客的旅游体验环境、对旅游产品的心理感知以及游客满意度，对于城市旅游资源的开发与规划而言至关重要。游客满意度脱胎于顾客满意度理论，顾客满意度是消费者对特定商业服务的心理感知的量化表达。本研究旨在调查分析中国丽江不同类型游客的满意度，以了解到访丽江的游客的需求与预期，从而为丽江旅游业发展提供支撑。本研究聚焦于易对游客重游意愿产生影响的营销7P组合（marketing 7Ps）特征展开探究。本文的研究成果旨在确立顾客满意度的理论价值，从全维度视角优化整体分析框架，并最终达成提升游客重游率的实践目标。这将有助于旅游产业认清自身短板，并为行业发展提供指引与进步方向。本研究表明，把握消费者的重游意愿有助于实现企业的可持续经营管理。本研究成果有助于旅游从业者更好地理解丽江地区的营销组合策略，而营销组合正是制定有效营销方案、提升顾客满意度与游客重游意愿的核心组成部分。研究结果表明，营销7P组合对顾客满意度具有正向影响，而顾客满意度亦对游客重游意愿具有正向影响。