Factors Influencing Tourist Satisfaction In Sustainable Cultural Tourism Development In Shaanxi Province China

Abstract

Shaanxi is widely recognized for its rich historical, material, and normative cultural resources in China. However, the sustainable transformation of these resources into satisfying tourism experiences requires stronger integration of cultural preservation, tourism management, support facilities, and development planning. This study examines the factors influencing tourist satisfaction in sustainable cultural tourism development in Shaanxi Province. Using a quantitative research design, data were collected from 752 stakeholders in Shaanxi’s cultural and tourism sectors, including cultural attraction organizations, tourism organizations, local village heads, government officers, tourists, and supporting facility organizations. The data were analyzed using descriptive statistics, one-way ANOVA, and multiple regression analysis. The findings show that: (1) respondents perceived Shaanxi’s material culture, norm culture, tourism industry, support facilities, and cultural tourism development plans positively; (2) ANOVA results revealed significant differences among stakeholder groups in their perceptions of material culture, norm culture, support facilities, and development planning; and (3) Multiple regression results indicated that material culture, norm culture, tourism management and policy, support facilities, and development plans were all significant positive predictors of tourist satisfaction. Overall, this study provides empirical data on stakeholder perceptions of culture–tourism integration and offers quantitative evidence for promoting sustainable cultural tourism development in Shaanxi Province.