Research On Scenic Tourists Satisfaction Based On IPA Model

It is admitted that China's economy has come to a “new normal” that with a stable lower growth rate than peak era.In sharp contrast,the domestic tourism is pullulating so fast and playing an ever-increasing strategic role in national economic and social development.However,China's tourist market is also exposed to many tough problems,dissatisfying tourists,thus end up directly affecting the transformation and upgrading of the domestic tourism industry.Currently,the tourism industry has already turned to the buyer's market,which means reforming of the supply side,meeting the needs of tourists and improving tourists' satisfaction has become the foundation of the scenic areas.The paper discusses demonstratively the tourist satisfaction by surveying the Mount Mingtang and Rainbow Falls in Yue Xi County.It aims to build tourists satisfaction evaluation system and provide advice for improving the tourist satisfaction.In the first place,the paper explained the background,significance,summary,contents,methods and innovation point of the research.On the base of reading a lot of literature of tourists ' image and tourists' satisfaction,referring to the assessment standards of the national 5A level tourist area,meanwhile according to the practice of the Mount Mingtang and Rainbow Falls,the paper summarized the visitors' satisfaction evaluation model into nineteen preliminary indicators.Subsequently,the study explained the tourism resources and development present situation of Yuexi County,especially the Mount Mingtang and Rainbow Falls,designed the questionnaire in the foundation of tourists' satisfaction evaluation model.We used the questionnaire to get a hold of tourists' personal information and find out their opinion on the Importance-Performance of each indicator.The paper analyzes the data of362 questionnaires via descriptive statistical analysis,factor analysis,and variance analysis methods,targeting the tourists' satisfaction evaluation model of Yuexi County including three categories and fifteen preliminary indicators: The construction of public facilities and services,Self-consumption service,Tourism attractiveness.What's more,the study drew the IPA quadrant charts and gave a brief analysis.Finally,according to the tourists' satisfaction evaluation model and results of IPA quadrant charts,the study revealed the following problems of Yuexi County: the fall-behind infrastructure of public facilities,a low-end individual consumption service,and limited tourism attractiveness.The study also provides the advice for enhancing the quality of tourism services:improving the tourism public service system;enhancing the quality of scenic tourism elements;building a business card with its own characteristics;strengthen tourism publicity and marketing.