Evaluating The Effectiveness of Government Tourism Attraction Measures Based on Satisfaction Analysis in the ESG Context-The Case of Zhejiang, the Province Hosting the G20 Summit

Abstract

Based on the urgency of global carbon reduction and the increased awareness of sustainable development among businesses and consumers, the topic of sustainable tourism in China has moved from exploration to implementation. However, existing studies exploring the impacts of sustainable tourism development are more oriented to the economy or consumer psychology, but lack the impacts of ESG concepts on China's tourism development. This paper takes Zhejiang Province of China, which is at the forefront of reform and innovation, as the research object, and aims to comprehensively assess and explore the new development opportunities and challenges of the tourism industry under the guidance of the ESG concept, based on the theory of tourism demand and the theory of perceived risk through quantitative questionnaire surveys and qualitative in-depth interviews. The quantitative study collected data from 1,071 Zhejiang Province residents through online and offline questionnaires, and constructed a machine learning algorithm model; while the qualitative study analyzed the case of the G20 Summit based on the rooting theory in order to explore in depth the motivation, demand and the perceived risk of tourists in tourism. The study found that:(1) The synergistic effect of policy and ESG:The combination of policy and ESG concepts support each other and play a positive role in promoting the sustainable development of the tourism industry, and the policy practices of the Zhejiang provincial government guided by ESG concepts have effectively enhanced the satisfaction of citizens and tourists. (2) Taking advantage of strengths and complementing weaknesses to achieve high-quality development: accurate positioning of the tourism market according to different tourists' motivations to meet tourists' needs, while at the same time formulating corresponding countermeasures against risks, and utilizing international events such as the G20 to promote national culture to promote high-quality development of the tourism industry. This paper systematically discusses the evaluation of the effectiveness of the Chinese government's tourism attraction measures based on satisfaction analysis in the context of ESG, and the conclusions have certain implications for the development of the tourism industry.