Night Tourism Satisfaction in the Qinghefang Tourism and Leisure Block Based on an Improved Kano Model

Night tourism prolongs the activity time of tourism and leisure blocks, while tourism and leisure blocks provide activity places for night tourism. This study introduces the Kano model into the field of satisfaction research, makes improvements according to its advantages and disadvantages, builds an evaluation index system for night tourism satisfaction in tourism and leisure blocks, and combines that system with a questionnaire to determine the priority for optimizing each factor using the main and vice qualities, dispersion degree, and sensitivity comparison analysis. Based on the results, several optimization suggestions are proposed. The results show that: (1) Night tourism in Qinghefang groups mainly involves young people; (2) The overall satisfaction level is relatively high; (3) One attractive factor, seven one-dimensional factors, ten indifference factors, and three reverse factors in four layers (facility, service, experience, and project) were identified; (4) The priority for improvement should be service layer > facility layer > experience layer > project layer; (5) Background music, cultural connotation, festival projects, etc. are favored by visitors; and (6) Transportation, service attitude, and the sense of participation urgently require optimization.