A Research On The Tourists' Perception Of Qinhuangdao Tourism Destination Image Based On The Method Of IPA

In order to develop and maintain long-term relationships with tourists, the tourismdestination must improve the tourist's perception to the tourism destination image in manyways. No matter how the tourists' expection to all elements of tourism destination is, itwill have a direct impact to the perception of performance evaluation. Therefore, tourismsuppliers can promote existing strengths according to the tourists' feedback, adjust andcontrol the factors which make tourists having negative feeling at the same time.This study made a systematic analysis for Qinhuangdao by IPA method. The purposeof it was to understand the demand and evaluation of tour experience from tourists and tofind the advantages and existing problems of Qinhuangdao, then to put forward tocountermeasures for continued development and improvement, finally to improve thedegree of tourists' perception and to win customers' loyalty.First of all, the paper explained the background, significance, summary, contents andmethods of the research, and summarized the related concepts and the basic theories inorder to provide basis and direction for the latter research. At the same time the paperanalysed the human geography background and the status of tourism development ofQinhuangdao, which aimed to get ready for the follow-up questionnaire and pave the wayfor the countermeasures.Secondly, the questionnaire design based on the literature analysis, interviews, andcombined with the actual situation of Qinhuangdao. The study used the exploratory factoranalysis and confirmatory factor analysis to analyze the questionnaire and found thattourists' tourism destination image perception to Qinhuangdao can be divided into fivedimensions. Through using multivariate statistical analysis proved that the questionnairehad good reliability and validity, complied with the requirements of questionnairepreparation. It could be available for other tourism destination image research.Thirdly, the study used descriptive statistical analysis, variance analysis and IPAanalysis to analysis the formal questionnaire data, in order to know about the existingproblems of Qinhuangdao tourism destination image on basis of a comprehensive analysisresult.Finally, in order to make Qinhuangdao tourist destination image better perceived by tourists, the paper proposed countermeasures and strategies from six aspects according tothe research results, including the tourism infrastructure, tourism products, tourismresources development, human resources management of tourism, tourism destinationpropaganda and government departments.