Research On Quality Evaluation Of Minghu Ice And Snow Tourism Service Based On IPA

In recent years,China's tourism industry has developed in a good manner,and the tourism economy continues to occupy an important position in the national economy.China has a wealth of ice and snow resources.With the success of applying for the Winter Olympics,the ice and snow movement has gained more and more attention.The scale of the ice and snow tourism industry is expanding,but compared with China's superior ice and snow resources,the ice and snow tourism industry management and operations still have many problems.The service quality of scenic spots has a direct impact on the satisfaction of tourists,which further affects the loyalty of tourists.Therefore,how to ensure the quality of ice and snow tourism services and clarity the direction of rectification of ice and snow tourism services are of great significance to relevant industry sectors.Based on the above analysis,the article starts from improving the quality of ice and snow tourism services,and selects Minghu Tourism Scenic Spot,one of the largest and highest national standard ski resorts in southern Liaoning.Guided by the theory of tourism service quality and ice and snow tourism,and consulting the advice of ski enthusiasts,set up five comprehensive evaluation indicators of entertainment facilities service quality,infrastructure service quality,tourism consumption service quality,reception condition service quality and personnel service quality,and build ice and snow.The tourism service quality evaluation model obtains the data information by means of questionnaires,and uses the IPA model analysis method to draw the modified IPA model according to the satisfaction and importance distribution of the ice and snow tourism service quality.Through research,it is found that there are a total of 7 factors falling in the modified area of the IPA model,a total of 13 factors falling in the improved area,a total of 2 factors falling in the opportunity area,and a total of 3 factors falling in the maintenance area.Half of the remaining factors are in the improvement zone,indicating that there is still much room for improvement in the quality of ice and snow tourism services.According to the feature of factors in different regions,we found the problems existing in the current stage of Minghu ice and snow tourism,and proposed continuous attention strategy,moderate control strategy,positive improvement strategy and key improvement strategy according to the priority of the problem.The research results clearly pointed out that Minghu Ice and Snow Tourism The advantages and weak links of service quality make it easy for managers to rationally optimize the limited resources at this stage,and also contribute to the sustainable development of ice and snow tourist attractions.