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Journal of Resources and Ecology >

2023 , Vol. 14 >Issue 6: 1282 - 1291

DOI: https://doi.org/10.5814/j.issn.1674-764x.2023.06.016

Tourism Industry and Sustainable Development

The Influencing Factors of Tourist Satisfaction in Mountain Outdoor Tourism Destinations—A Case Study of Siguniang Mountain

  • GONG Jian , 1 ,
  • YANG Yuanyao 2 ,
  • LING Xiaopan , 3, * ,
  • LIU Yong 3
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  • 1. Chengdu College of Sichuan Foreign Studies University, Yibin, Sichuan 644000, China
  • 2. The Party School of Yibin Municipal of Committee C.P.C, Yibin, Sichuan 644000, China
  • 3. School of Sports and Leisure, Sichuan Tourism University, Chengdu 610100, China
* LING Xiaopan, E-mail:

GONG Jian, E-mail:

Received date: 2022-08-18

  Accepted date: 2023-01-30

  Online published: 2023-09-27

Supported by

The Key Research Base of Sichuan Provincial Department of Education Humanities and Social Sciences Project(XXTYCY2023C10)

The Key Research Base of Philosophy and Social Sciences in Sichuan Province Project(LY23-23)

The Zigong Philosophy and Social Science Research Base(GT-02202303)

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Abstract

This study mainly examines the factors influencing mountain outdoor tourism development in light of the regional economy, human environment, infrastructure, talent services, and other aspects. It analyzes the advantages and disadvantages of mountain outdoor tourism development in the process of regional development by combining qualitative research with quantitative research, and puts forward corresponding sustainable development measures in combination with an actual investigation. These measures can provide certain guidance and practical information for the ultimate realization of mountain outdoor tourism in harmony with the residents, which is a win-win situation. Taking Siguniang Mountain as the research area, we adopted the methods of literature review, questionnaire survey and field interview, and used SPSS26 and Smartpls to construct a structural variance model for the related dimensional impact analysis. The results show that the attractants of a mountain outdoor tourism destination and the humanistic environment of the destination have a highly significant relationship with tourist satisfaction. Mountain outdoor tourism destination services and facilities have a low degree of significant relationships with tourist satisfaction. Among them, the path coefficient of outdoor tourism destination consumption in mountainous areas is close to 0, and the significance level is greater than 0.05, so the relationship between destination consumption and tourist satisfaction has not been affected. The correlation analysis of Smartpls showed that the tourist satisfaction of mountain outdoor tourism destinations in Siguniang Mountain is mainly affected by the cultural environment, tourism attractions and tourism facilities of the mountain outdoor tourism destinations. The analysis of the final results of the structural equation model indicated that the cultural environment and tourist attractions of the tourist destination have high positive significant relationships with the satisfaction of tourists, while the significance of the relationship between the facilities of the tourist destination and the satisfaction of tourists is weak, and the positive relationship between the service factors of the tourist destination and the satisfaction of tourists is also weak. Therefore, the functional relationship is “two strong, one weak and one weak”. Finally, suggestions are put forward for optimizing and improving tourist satisfaction from the aspects of human environment, infrastructure, talent services, and the comprehensive development of tourist destinations, which have a certain reference value for improving tourist satisfaction and the sustainable development of tourist destinations.

Key words： mountain outdoor tourism; destination; Siguniang Mountain; satisfaction; influence factor

Cite this article

GONG Jian , YANG Yuanyao , LING Xiaopan , LIU Yong . The Influencing Factors of Tourist Satisfaction in Mountain Outdoor Tourism Destinations—A Case Study of Siguniang Mountain[J]. Journal of Resources and Ecology, 2023 , 14(6) : 1282 -1291 . DOI: 10.5814/j.issn.1674-764x.2023.06.016

1 Introduction

With the continuous rise of mountain outdoor tourism and the continuous improvement of transportation networks, people have higher requirements for leisure tourism and are increasingly willing to go out of the city and into the mountains and villages. Relying on mountain water, animals and plants, the three-dimensional climate and other natural resources, mountain outdoor settings have become a key area for mountain vacation tourism through mountain climbing, exploration, investigation, field expansion and other characteristic activities. At present, various regions are constantly enriching their business formats and creating outdoor projects, such as Mountain tourism and hiking; field expansion and parent-child activities based on camps; hiking, mountain biking, rafting, rock climbing, downhill, ice and snow sports, grass skiing and other activities which enable tourists to obtain a deep tourism experience after sightseeing (Deng, 2013). However, since the beginning of 2020, the COVID-19 epidemic has swept the world, causing an unprecedented impact on the global tourism industry. According to the data of the International Mountain Tourism Alliance, the epidemic situation in some countries was effectively controlled in the first half of 2021, and the tourism market gradually recovered and turned positive. Recently, the epidemic situation has fluctuated and relapsed again. Under the background of normalizing the epidemic situation, the whole industry is working to seize the opportunity and realize the recovery and revitalization of the affected mountain outdoor tourism market.
Starting from the background of mountain tourism, this study examines the tourist satisfaction of mountain outdoor tourism destinations, which can not only reflect the comprehensive competitiveness of tourism destinations, but also provide guidance for the development planning of these tourism destinations. Therefore, tourist satisfaction is an important perspective for studying the development of mountain outdoor tourism. The research in this study combines qualitative and quantitative research methods, selects the Siguniang Mountain scenic spot in Aba Prefecture, Sichuan Province as the investigation object, and uses SPSS26 and Smartpls to analyze the influencing factors of tourist satisfaction, and then puts forward optimization suggestions for the tourism development of mountain outdoor tourism destinations. At the same time, this study also provides some references for other similar tourist destinations and reference for the development of mountain tourism and outdoor sports in general.

2 Materials and research design

2.1 Overview of the case study area

Siguniang Mountain is located in the transition zone from the Qinghai Tibet Plateau to the Sichuan Basin. It is steep, high in the northeast and low in the southwest. The core scenic spots in the town are composed of shuangqiaogou, changpinggou and Haizigou. In the Siguniang Mountain area, there are 85 snow-covered mountains with a height of more than 5000 m (including more than 50 which are climbable), with more than 100 natural ice walls in Shuangqiao gully, abundant rock wall resources in Potala peak, more than 20 classic crossing lines from changpinggou to lipenggou in Lixian County, 400 km cross-country running lines, top self-driving cycling lines, world-class valley type white water rafting resources, 11 excellent viewing platforms, six beautiful campsites and other rich mountain outdoor sports resources. In order to develop the various mountain tourism and outdoor sports options, an excellent and broad mountain outdoor sports space has been created. At present, Siguniang Mountain has developed mountain outdoor sports projects such as experiential climbing, ice climbing, rock climbing, drifting and hiking around the construction of the scenic area. Some of the projects can also meet the needs of different outdoor activity enthusiasts at primary, intermediate and advanced levels, as shown in Table 1.
Table 1 Classification of mountain outdoor sports on Siguniang Mountain
Classification of mountain outdoor sports Specific outdoor activities
Mountain sports Hiking, mountain climbing, rock climbing, ice climbing, glacier hiking, mountain biking, orienteering, cross-country running, skiing, snow hiking, horse riding, etc.
Water sports Cold water tracing and drifting
Low altitude sports Paragliding, helicopter sightseeing, etc.
Camping activities Tent camping, RV camping, field survival, etc.
Other categories
(outdoor leisure activities)		 Walking flat belt, rope Park, animal observation, outdoor photography, children’s outdoor activities, mud wrestling, flat scooters, electronic flying saucers, snow circles, dog sleds, observation of the stars, etc.
Siguniang Mountain is a mountain outdoor sports destination with rich mountain resources,complete outdoor products, a convenient distance from the city and a diversified ecological span. In recent years, with the rapid development of China’s outdoor industry and the country’s attention to sports tourism, Siguniang Mountain has made use of its inherent resources and market accumulation to position the characteristics of Siguniang Mountain as mountain outdoor sports+tourism, and it has established the image positioning of “Oriental holy mountain, outdoor paradise”.

2.2 Theoretical assumptions and model construction

2.2.1 Theoretical assumptions

Tourist satisfaction is often used to explore the current development of tourist destinations and to guide the development direction of tourist agencies in the future (Fan et al., 2021). Based on a comprehensive literature search for studies on the influencing factors of the tourist satisfaction dimension by domestic and foreign scholars, focusing on the impact of tourist satisfaction on the image of ancient town tourism destinations, the data were collected in two ways, through field investigation and network investigation. Using the method of factor analysis and linear regression analysis, this study extracted four factors of the ancient town tourism destination image, and thoroughly analyzed the relationship between the ancient town tourism destination image and tourist satisfaction (Zhang et al., 2018). The research results show that among the four factors of the tourism destination image in the ancient town, the service image, facilities and core attraction image have significant positive impacts on tourist satisfaction, but the attached attractive image has no significant impact on tourist satisfaction (Bowen, 2001). From the perspective of tourists, Hu et al. (2022) and others selected 46 indicators from seven aspects, including forest health care resources, tourism products, forest health care functions, scenic area facilities, scenic area services and management, tourism costs, and the tourists’ own factors. Through correlation analysis, they concluded that the main factor affecting the satisfaction of forest health care tourists is the tourism environment. Yang et al. (2022) and others conducted an empirical analysis based on survey data of tourist satisfaction in ecotourism destinations. The results showed that age, income level, cultural customs and the service management level of scenic spots have positive impacts on tourist satisfaction, while accommodation and tourism destinations, and the accessibility of the public facilities around tourism resources have a negative impact on tourist attractions. There are also significant differences among different occupations and tourist satisfaction (Tang et al., 2021).
Based on the research of these scholars on the tourist satisfaction of tourist destinations from different angles, this study divided the influencing factors of tourist satisfaction of mountain outdoor tourist destinations in Siguniang Mountain into three dimensions: tourist attractions, tourist services and tourist infrastructure.
Based on the above analysis, the following hypotheses of tourist satisfaction put forward:
T1: The attraction of the mountain outdoor tourist destination has a direct impact on tourist satisfaction;
T2: The service of the mountain outdoor tourist destination has a direct impact on tourist satisfaction;
T3: The facilities of the mountain outdoor tourist destinations have a direct impact on tourist satisfaction.
Hu Fusheng and others analyzed the satisfaction and consumption intention of the quality of tourism financial services. The results showed that the satisfaction of tourists regarding the reliability and safety had a significant positive impact, but the quality of financial services and the four dimensions of tourism had no significant impact on consumption intention (Hu, 2015). Foreign scholars established a model for the influencing factors of tourist satisfaction in rural tourism destinations, and put forward five hypotheses, namely: 1) Rural tourism tourists are representative of the overall satisfaction of tourists in scenic spots; 2) Tourists’ views on rural tourism infrastructure will affect the overall satisfaction of tourists in the destination country; 3) The perception of tourism services in rural tourism destinations will affect the overall satisfaction of tourists’ destination countries; 4) Various facilities perceived by rural tourism destinations can affect the overall satisfaction of tourists’ destination countries, and 5) The price perception of tourists to rural tourism destinations can affect the overall satisfaction of tourists’ destination countries. There are also positive correlations between tourism infrastructure, tourism facilities, tourism services of tourism destinations and tourism perceived price as shown by analyzing the variance model structure (Mohammad et al., 2021). Through relevant research, the tourism motivation of tourists in rural tourism destinations has a significant impact on satisfaction. Different tourism groups with different motivations have significant differences in satisfaction with rural tourism destinations, but tourists with different types of knowledge and experience do not have differences in product and service satisfaction (Yang et al., 2018). Some studies used a structural equation model to explore the influencing factors and mechanisms of tourist satisfaction for rural tourism destinations in villages (Yang et al., 2018). Two conclusions were drawn from these studies: the tourist satisfaction of rural tourism destinations in type villages is mainly caused by the cultural environment, tourist attractions, tourist facilities and other factors; and there is no significant correlation between the value of tourist satisfaction dimensions and their impact on overall satisfaction.
According to the relevant literature analysis, scholars have conducted research on the dimensions of different tourism destinations. According to the specific situation of the mountain outdoor tourism destinations in this study, here we put forward the research and analysis on the two dimensions of tourism destination consumption and the tourism destination human environment.
Based on the above analysis, two hypotheses of tourist satisfaction are put forward:
T4: The consumption of mountain outdoor tourist destinations has a direct impact on tourist satisfaction;
T5: The human environment of mountain outdoor tourist destination has a direct impact on tourist satisfaction.

2.2.2 Model construction

According to the conclusion of tourist satisfaction theory, combined with the actual situation of the development of mountain outdoor tourism in Siguniang Mountain, the relevant theoretical model was established. In the model of this study, the five dimensions of tourist satisfaction in the mountain outdoor tourism of Siguniang Mountain were selected as the antecedent variables of tourist satisfaction. The theoretical model is shown in Fig. 1, including five exogenous potential variables of tourist attraction, tourist service, tourist facilities, tourist consumption and tourist cultural environment, and one endogenous potential variable of tourist satisfaction.
Fig. 1 Theoretical model diagram

2.3 Data and methods

2.3.1 Data acquisition

The questionnaire used in this study involved three parts, with 32 questions in total. The first part was the demographic characteristics, using closed-ended questions. The second and third parts used the five-level scoring method of the Likert scale to design the questions. From “very dissatisfied”, “dissatisfied”, “general”, “satisfied” to “very satisfied”, they were scored from 1 to 5 points, respectively, and used to evaluate the satisfaction level of tourists. The second part included the tourist attractions, tourist services, tourist facilities, tourist consumption and tourist human environment observation indicators, that were divided into 22 observation indicators at five levels. In the SPSS26 statistical software, the questions under the dimensions were replaced with letters and numbers, as shown in Table 2. In the third part, four observation variables were selected to measure tourist satisfaction (see Table 2 for details). Finally, the obtained data were sorted and analyzed using SPSS26 and Smartpls statistical software.
Table 2 Potential and observed variables
Potential variable Observed variable
Tourist
attraction		 The natural environment of the outdoor tourist destination is very beautiful (W1)
Mountain outdoor tourist attractions are very attractive (W2)
Mountain outdoor tourist destination has rich ethnic customs (W3)
The local traditional architecture is very distinctive (W4)
Tourist
facilities		 The local traffic is convenient and parking is convenient (Y1)
I’m very satisfied with the accommodation price in the outdoor tourist destination (Y2)
I’m very satisfied with the transportation expenses of the outdoor tourist destination (Y3)
I’m very satisfied with the price of tourist commodities in outdoor tourist destinations (Y4)
Tourist service The attitude of the service staff at the tourist destination is very good (T1)
The service personnel of the tourist destination are very efficient (T2)
Tourist guide or related services (T3)
Tourism
consumption		 The accommodation conditions in the tourist destination are very good (E1)
The dining conditions in the tourist destination are very good (E2)
The recreational conditions in the tourist destination are very good (E3)
The Tourist Tunnel and parking conditions are very good (E4)
Tourist
cultural
environment		 The sanitary environment of the tourist destination is very good (A1)
The public security situation in the tourist destination is very good (A2)
The residents of the tourist destination are very friendly (A3)
Tourism
Satisfaction		 I think this tourist destination is very good (S1)
I think this tour is very good (S2)
If I have a chance, I’d like to visit this place again (S3)
I would like to recommend this tourist destination to others (S4)
This survey was divided into two stages. The first stage was from June 17 to July 27, 2022, and involved field investigation and observation on the case site to increase our understanding of the case site. The second stage was from April 27, 2022 to May 17, 2022. Randomly selected tourists filled out a questionnaire survey to collect data. A total of 325 questionnaires were completed during the period, and 316 valid questionnaires were finally obtained, for a rate of 97.2%.

2.3.2 Methods

In this paper, we used SPSS26 and Smartpls software to analyze and process the data, and to carry out the reliability test, the discriminant validity test and the path hypothesis test on the collected data.

3 Results and analysis

3.1 Analysis of demographic characteristics

The statistical results of SPSS26 are shown in Table 3. In terms of gender, among the investigated tourist samples, women accounted for 32.4%, and men accounted for 67.6%. The proportion of male tourists was higher than women, indicating that most of the tourists participating in mountain outdoor tourism were men. The education level is mainly concentrated in junior colleges and universities, accounting for 18.6% of junior colleges. The highest proportion was for tourists with a bachelor’s degree at 68.7%, including 8.3% of graduate students. This shows that tourists who participate in mountain outdoor tourism projects in Siguniang Mountain generally have a higher education level. There are six stages for the age of the respondents, among which 18-35 years old is the main age group, accounting for more than 85%. This also shows that tourists are young. For monthly household income, the main family income ranges are 3001-5000 yuan and 5001-8000 yuan. The occupations of tourists are mainly distributed among employees of public institutions, employees of enterprises/companies and freelancers. According to the data, the modes of transportation for tourists are mainly self-driving tours and unit organizations.
Table 3 Analysis of sample population characteristics
Name Content Frequency Percentage (%) Skewness Kurtosis
Gender Male 229 67.6 0.753 -1.441
Female 110 32.4
Under 18 years old 25 7.4 1.300 3.113
18-26 years old 22 6.5
Age 27-35 years old 282 83.2
36-45 years old 4 1.2
46-55 years old 2 0.6
Over 55 years old 4 1.2
Junior high school and below 8 2.4 -1.517 4.112
Secondary specialized school 7 2.1
Education Junior college 63 18.6
Undergraduate 233 68.7
Postgraduate and above 28 8.3
3000 yuan and below 30 8.8 2.422 4.915
3001-5000 243 71.7
Monthly income
(yuan)		 5001-8000 25 7.4
8001-12000 18 5.3
Over 12000 23 6.8
Student 12 3.5 1.720 1.616
Employees of public institutions 153 65.2
Profession Enterprise/company staff 82 18.2
Liberal professions 57 12.9
Retired personnel 1 0.3
Other 13 3.8
Self-driving travelling 97 28.6 -0.082 -1.375
Tourist group 27 8.0
Transport mode Unit/school organization 78 23.0
Take your own bus (bus, train, etc.) 75 22.1
Other 62 18.3

3.2 Reliability and validity analysis

3.2.1 Reliability analysis

Reliability analysis refers to the consistency of test results, that is, whether multiple problems measure the same content and concept. This study mainly used the Cronbach coefficient to test the internal consistency between variables. The reliability analysis results of the variables are shown in Table 4.
Table 4 Reliability analysis results
Variable Cronbach’s Alpha Item
Human environment of outdoor tourism destination 0.924 3
Primer for outdoor tourism destination 0.946 4
Outdoor tourism destination service 0.937 3
Outdoor tourism destination consumption 0.940 4
Outdoor tourism destination facilities 0.942 4
Tourist satisfaction 0.957 4

Note: Item=Questions of the dimension.

In the reliability analysis of the questionnaire, generally a Cronbach alpha value of less than 0.6 indicates that the reliability of the questionnaire is poor. When the Cronbach alpha value of the questionnaire is better than 0.70, between 0.70 and 0.80, this indicates that it is acceptable. When the Cronbach alpha value is greater than 0.80, it indicates that the reliability of the questionnaire is high. The data in Table 4 show that the Cronbach alpha reliability coefficients of the subscales represented by each factor in the formal questionnaire and the overall scale are all above 0.9. According to the requirements of the reliability standard coefficient of the questionnaire, the reliability of the questionnaire is high.

3.2.2 Validity analysis

Factor analysis is a statistical method which simplifies the complex relationships between variables by finding common factors of multiple variables, and converting multiple measured variables into several unrelated comprehensive indicators (factors). First, before the factor analysis, the Kmo value and Bartlett spherical test should be performed on the survey sample data to determine the conditions for factor analysis. The data in Table 5 show that the observed value of Bartlett’s sphericity test statistic is 10864.374, and the corresponding probability P value is less than 0.001, where Kmo=0.973, indicating that the effect of factor analysis good.
Table 5 Validity analysis table
Method Value
Kmo and Barrett’s test coefficients 0.973
Approximate chi square 10864.374
Freedom 231
Significance P<0.001
Table 6 shows the external model load, in which the standard factor loads below 0.5 are not displayed. The six common factors and their corresponding variables extracted are shown in Table 4. The six factors in the table do not show the confusion of development variables, which indi cates that the validity of the questionnaire is feasible.
Table 6 Load of external model
Variable Human
environment of outdoor tourism destination		 Primer
for
outdoor tourism destination		 Outdoor tourism destination service Outdoor tourism destination consumption Outdoor tourism destination
facilities		 Tourist satisfaction
A1 0.905
A2 0.949
A3 0.940
E1 0.892
E2 0.922
E3 0.944
E4 0.925
S1 0.935
S2 0.943
S3 0.950
S4 0.938
T1 0.945
T2 0.942
T3 0.941
W1 0.925
W2 0.951
W3 0.937
W4 0.900
Y1 0.906
Y2 0.927
Y3 0.929
Y4 0.929

3.3 Confirmatory factor analysis

The data in Table 7 show the results of using Smartpls to test the reliability of the questionnaire and measure the internal consistency of the questionnaire. There are six factors in this study, which are tourist attraction, tourist service, tourist facilities, tourist consumption, tourist cultural environment and post tourism satisfaction. The corresponding average extraction variation (AVE) coefficients are 0.868, 0.862, 0.888, 0.848, 0.852 and 0.886, respectively, which are all above 0.75. The combined reliability (CR) of the scale is above 0.9, and all are above the standard condition of 0.6, which indicates that the scale has good discriminant validity. These results show that the aggregation validity of the questionnaire data is good.
Table 7 Confirmatory factor analysis
Dimension Rho_A Combined reliability Average extracted variation (AVE)
Human environment of outdoor tourism destination 0.926 0.952 0.868
Primer for outdoor tourism destination 0.947 0.961 0.862
Outdoor tourism destination service 0.937 0.960 0.888
Outdoor tourism destination consumption 0.943 0.957 0.848
Outdoor tourism destination facilities 0.942 0.958 0.852
Tourist satisfaction 0.958 0.969 0.886
The data in Table 8 show that the CMIN/DF value is 1.332, which is less than 3, indicating that the adaptation is ideal. The RMSEA value is 0.013, which is less than 0.05, indicating that the adaptation is good. The results of NFI, RFI, IFI, TLI and CFI all exceed 0.9, so the adaptation is good.
Table 8 Overall fitting coefficients
Fitting index CMIN/DF RMSEA NFI RFI IFI TLI CFI
Fitting index 1.332 0.013 0.912 0.909 0.9218 0.917 0.905
Fitting standard <3 <0.05 >0.9 >0.9 >0.9 >0.9 >0.9
Table 9 lists the correlation coefficients among the observation variables. The absolute value of each correlation coefficient is lower than its corresponding average square root, indicating that the discrimination effectiveness among the observation variables is good.
Table 9 Differential validity
Dimension Human environment
of outdoor tourism
destination		 Primer for outdoor
tourism
destination		 Outdoor tourism destination
service		 Outdoor tourism destination
consumption		 Outdoor tourism destination
facilities		 Tourist
satisfaction
Human environment of outdoor tourism destination 0.932
Primer for outdoor tourism destination 0.839 0.928
Outdoor tourism destination service 0.880 0.861 0.942
Outdoor tourism destination consumption 0.848 0.857 0.925 0.921
Outdoor tourism destination facilities 0.944 0.849 0.903 0.865 0.923
Tourist satisfaction 0.941 0.830 0.850 0.820 0.906 0.942

3.4 Model verification and analysis

Assuming a relationship between T1 and T5, the standardized path coefficients of the primer and the human environment of the mountain outdoor tourism destination are 0.519 and 0.748, respectively, and the significance level P values are less than 0.05 (Fig. 2; Table 10). These results fully illustrate that the attraction of the mountain outdoor tourism destination and the human environment of the destination have a highly significant relationship with the tourist satisfaction of the destination. At the same time, it also shows that the influence intensities of these two variables on tourist satisfaction reflect a relationship between the human environment of mountain outdoor tourism destination and the attraction of tourism destination. It is assumed that the relationship between T2 and T3 of the mountain outdoor tourism destination services and facilities are less than 0.05 on the significance level P-value, and their path coefficients are 0.132 and 0.219, respectively. These results indicate that their destination services and facilities have a low degree significant relationship with tourist satisfaction, and the intensity of their impact is tourist facilities > tourist services. The path coefficient is close to 0 and the significance level is greater than 0.05 (Fig. 2), indicating that the consumption of mountain outdoor tourism destinations has no impact on the satisfaction of tourists.
Fig. 2 Model inspection result chart
Table 10 Model test and analysis results
Hypothetical relationship Initial sample Sample mean Standard deviation T statistic P value
Tourist attraction->tourist satisfaction (C1) 0.519 0.903 0.014 64.111 P<0.001
Tourism service->tourist satisfaction (C2) 0.132 0.123 0.046 2.603 P<0.010
Tourism facilities->tourist satisfaction (C3) 0.219 0.745 0.102 17.334 P<0.001
Tourism consumption->tourist satisfaction (C4) -0.011 -0.010 0.061 0.173 P<0.163
Tourist cultural environment->tourist satisfaction (C5) 0.748 0.945 0.010 93.114 P<0.001

4 Discussion

Through the above research and analysis, the relationship of the impact mechanism of tourist satisfaction in mountain outdoor tourism destinations was drawn (Fig. 3). In the relationship of this mechanism, the two main influencing factors of tourist satisfaction, tourist attractions and the cultural environment of the tourist destination, belong to the “hard power” of the tourist destination. Through the field investigation of the Siguniang Mountain area, the main reason is that Siguniang Mountain is a world natural heritage site, a national geopark and a famous mountain destination. Therefore, the village has a significantly positive intensity relationship between the attractions and the cultural environment. On the other hand, the facilities, consumption and services of tourist destinations belong to the “soft power” of the tourist destinations. The reason is that there are certain differences between the regions. The facilities, consumption and services in Siguniang Mountain are not comprehensive, mainly because Siguniang Mountain is a high-altitude region. In the construction and development of various types of infrastructure, attention should be paid to the regional environment and natural organisms. Therefore, according to the strengths of the forces, the functional relationships between the four major factors such as tourist attraction and tourist satisfaction of the mountain outdoor tourism destination can be divided into three types: strong significant effect, weak significant effect and micro effect. At present, there is no significant functional relationship. In mountain outdoor tourism destinations, there are four groups of relationships between the influencing factors and tourist satisfaction, namely “two strong, one weak and one weak”. That is, there are two groups of strong significant effects between the human environment, tourist attractions and tourist satisfaction, a group of weak significant effects between tourist facilities and tourist satisfaction, and a group of micro effects between tourist services and tourist satisfaction.
Fig. 3 Impact mechanism of the factors affecting the tourist satisfaction of mountain outdoor tourism destinations

5 Conclusions and suggestions

5.1 Conclusions

The correlation analysis of SPSS26 and Smartpls indicated that the tourist satisfaction of the mountain outdoor tourism destination of Siguniang Mountain is mainly affected by the cultural environment, tourist attractions and tourist facilities of the mountain outdoor tourism destination. The structural equation model analysis showed that the cultural environment and tourist attractions of tourist destinations have a highly positive and significant relationship with the satisfaction of tourists, while the significant impact of tourist destination facilities on the satisfaction of tourists is weak, and the positive impact of service factors of tourist destinations on the satisfaction of tourists is also weak, ultimately forming a functional relationship of “two strong, one weak and one weak”.

5.2 Suggestions

(1) According to the relevant research and analysis, the future development of mountain outdoor tourism should focus on optimizing the human environment. First, while continuously improving the construction and resource development of the mountain outdoor tourism destination of Siguniang Mountain, on the basis of the “outdoor museum” and “Rongzhong Erjia performing arts center”, efforts should be made to strengthen the diversified construction forms of local folk culture and outdoor sports culture of Siguniang Mountain, continuously enrich festival activities, improve the participation of mountain outdoor tourism tourists, and promote the creation of outdoor sports and folk culture environment. Second, the activities should combine outdoor hiking, mountain climbing, rock climbing, rope Park, skiing, exploration, scientific research and local Jiarong Tibetan characteristic culture, so as to enrich the connotation and national culture of the mountain outdoor tourism of Siguniang Mountain and enhance the popularity of mountain outdoor tourism of Siguniang Mountain. On the other hand, we will deepen the image positioning of the mountain outdoor tourism destination of Siguniang Mountain, innovate new media options and the OTA development mode, comprehensively publicize Siguniang Mountain, and enhance its current attractiveness and popularity.
(2) With the vigorous development of mountain outdoor tourism in Siguniang Mountain, the living space and even the production space where the infrastructure is located have been greatly improved, thus increasing the development of mountain outdoor tourism. However, there is still a gap in the development of mountain outdoor tourism in terms of infrastructure and services. In terms of infrastructure, against the background of the establishment of the current sports town and 5A scenic spots and the construction of the “Dusi Railway”, the scale of the town’s traffic management and emergency center should be appropriately expanded, the infrastructure should be updated and upgraded, and comprehensive talents with strong professional ability should be introduced. These efforts would ensure the basic guarantee of the physical health of the existing mountain outdoor tourism tourists, and would also improve the continuity of local residents’ life and work. In terms of outdoor tourism talents, Siguniang Mountain town has been a remote and poor mountain area for a long time. It has been in short supply of educational resources, with incomplete educational facilities and an outflow of students. Therefore, it should coordinate with relevant education departments to introduce teachers with the goal of cultivating local professionals. In doing so, it should make an educational layout for the construction of mountain outdoor tourism talents, and make full preparations for talent training and reserves for the next stage of development, in order to cope with the increasing trend of outdoor tourists, and to improve the basic guarantee of mountain outdoor tourism.
The sustainable development of tourism in the Siguniang Mountain area and the comprehensive optimization of improving the satisfaction of tourists should involve planning, developing and making good use of the mountain outdoor projects in Siguniang Mountain scenic area. At the same time, we should actively strive for funds, increase the construction of outdoor infrastructure, further improve the construction of campsites, rescue points, oxygen supply points, scenic spots and other services, develop more characteristic outdoor activities (such as mountain biking, rope Park, rock climbing, skiing, yo-yo, tree exploration, railway climbing, slide, rope, etc.), including building a standardized tourism consumption mechanism to improve the overall satisfaction of tourists for the tourist destination. Second, while developing high-end outdoor projects in a scientific and healthy way, we should vigorously develop experiential outdoor projects with high public participation. Establishing a good management system and development environment is the foundation for guaranteeing the healthy development of mountain outdoor tourism in Siguniang Mountain. The coordinated development of various departments needs the coordination and cooperation of multiple fields, so we should give full play to the advantages of mountain tourism professionals, expand the vision of mountain exploration, provide training services for mountain outdoor tourism enthusiasts and tourists, support and promote the training of professionals in tourism management, sports tourism and outdoor sports, and solve the problems of the shortage of outdoor talents and low professional quality in the development of mountain outdoor tourism services and outdoor sports in Siguniang Mountain. These efforts would improve the comprehensive satisfaction of the tourists' experience, service and consumption.

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