jaue2023+013: Evaluation of Satisfaction in Coastal Tourism Villages based on Environmental Behavioural Psychology - An Example from the Coastal Area of Ludong

Abstract

In response to the multiple problems such as the scarcity of tourists, poor maintenance of subsequent environmental management and serious homogeneity in most of China's tourist villages, satisfaction evaluation was conducted for the tourist villages in the Ludong coastal area. On the basis of environmental behavioural psychology, the hierarchical analysis method was used to construct the satisfaction evaluation index system of the tourism villages in the Ludong coastal region from three aspects: environmental perception, psychological perception and behavioural perception, and five coastal tourism demonstration villages in Shandong province were evaluated from 17 index layers, and the evaluation results ranked the overall ratings of each village, with Weihai Dongzo Island village having the highest overall rating and Rizhao Lijiatai village having the lowest rating. The evaluation also reveals the strengths and weaknesses of each village in three aspects: environmental perception elements, psychological perception elements and behavioural perception elements, and provides a reference for the future development of tourism villages in coastal areas.