Study Informing Policy on Chinese Ancient Town Tourism Based on a Tourist Satisfaction Survey: A Case Study in the City of Chengdu

This paper discusses the customer satisfaction of tourists in Chengdu and proposes corresponding countermeasures for tourism development of Chinese traditional areas. The Customer Satisfaction (CS) analysis method is applied to draw the following conclusions: visitors are satisfied with the historical landscapes—such as traditional historical streets, historical buildings as well as waterside landscapes, natural landscapes and infrastructures—which are the key points in the future development of tourism, and are essential to maintain. On the other hand, priority should be given to improving the current shortfalls, namely the protection and improvement of traditional culture, such as the spirit and experience of local life, as well as the experience of traditional culture. In this regard, it is recommended that direct measures are taken, such as preventing the loss of local residents and calling for a return of indigenous people to their hometowns to maintain local traditional cultures. What is fundamentally necessary is to help local residents understand tourists’ desperate demands for local traditional cultural resources. In parallel, it will be important to inspire local residents to value and celebrate their traditional cultural lives and resources.