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Research on Customer Satisfaction in Marine Cultural and Sustainable Tourism—A Case Study of Shanghai

Yuxiang Zheng (), Jiaying Wang (), Sang-Bing Tsai (), Guodong Li (), Jiangtao Wang () and Jie Zhou ()
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Yuxiang Zheng: School of Economics & Management, Shanghai Maritime University, Shanghai 201306, China
Jiaying Wang: School of Economics & Management, Shanghai Maritime University, Shanghai 201306, China
Sang-Bing Tsai: Zhongshan Institute, University of Electronic Science and Technology of China, Zhongshan 528400, China
Guodong Li: Economics and Management College, Civil Aviation University of China, Tianjin 300300, China
Jiangtao Wang: Zhongshan Institute, University of Electronic Science and Technology of China, Zhongshan 528400, China
Jie Zhou: College of Tourism and Service Management, Nankai University, Tianjin 300071, China

Sustainability, 2017, vol. 9, issue 6, 1-11

Abstract: In recent years, marine cultural tourism, an emerging tourism mode, has become more and more popular among tourists, and demonstrates broad market prospects. However, Chinese marine cultural tourism is still in the development and growth stage, and the level of customer satisfaction is uneven. The improvement of the customer satisfaction level is conducive to meeting customers’ demands in marine cultural tourism and enhancing the competitiveness of Chinese marine cultural tourism. Based on theoretical research and the practical situation of marine cultural tourism, this paper implements empirical investigation and research into customer satisfaction in marine cultural tourism in Shanghai, China. According to the research results, it proposes improving the level of customer satisfaction in Chinese marine cultural tourism from the perspectives of ocean culture tourism promotion, customer satisfaction evaluation, service level management and environment construction of scenic spots, tourism branding and the marine cultural accomplishments of tourists, so as to promote the sustainable development of marine cultural tourism.

Keywords: marine cultural tourism; customer satisfaction; sustainable development; green tourism; sustainable tourism (search for similar items in EconPapers)
JEL-codes: Q Q0 Q2 Q3 Q5 Q56 O13 (search for similar items in EconPapers)
Date: 2017
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