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In recent years, marine cultural tourism, an emerging tourism mode, has become more and more popular among tourists, and demonstrates broad market prospects. However, Chinese marine cultural tourism is still in the development and growth stage, and the level of customer satisfaction is uneven. The improvement of the customer satisfaction level is conducive to meeting customers’ demands in marine cultural tourism and enhancing the competitiveness of Chinese marine cultural tourism. Based on theoretical research and the practical situation of marine cultural tourism, this paper implements empirical investigation and research into customer satisfaction in marine cultural tourism in Shanghai, China. According to the research results, it proposes improving the level of customer satisfaction in Chinese marine cultural tourism from the perspectives of ocean culture tourism promotion, customer satisfaction evaluation, service level management and environment construction of scenic spots, tourism branding and the marine cultural accomplishments of tourists, so as to promote the sustainable development of marine cultural tourism

Research on Customer Satisfaction in Marine Cultural and Sustainable Tourism—A Case Study of Shanghai