Research On Tourism Satisfaction Of Huangshan Wellness Tourism Based On IPA Grid Method

With China fully entering the era of mass tourism,the tourism economy is developing rapidly and vigorously,and the development of traditional tourism industry is facing the threshold of transformation and upgrading.Traditional tourism industry urgently needs to cultivate new blue sea market of tourism market to gain new market share and development space.As a new form and new product of tourism industry,wellness tourism is gradually recognized,familiar with and favored by domestic and foreign tourists.In recent years,under the guidance and support of national policies,health-care tourism projects in various parts of China have been gradually developed and recognized by the vast number of tourists.Huangshan city has long proposed the development of healthy tourism.Based on its rich natural,ecological,cultural and product resources,especially its world-famous natural resources environment and long-standing traditional cultural accumulation,Huangshan city has its own objective conditions for developing healthy tourism.Therefore,empirical study on healthy tourism in Huangshan city has not only certain theoretical significance,but also strong practical significance.This article clarifies the levels and research venation of Wellness tourism development by searching the domestic and foreign literatures on wellness tourism,summarizes the past achievements and shortcomings,and further clarifies the definitions and concepts of wellness tourism,tourism products and satisfaction,and comprehensively uses theoretical tools such as tourism experience theory,product life cycle theory,satisfaction theory and IPA analysis method to explore the inherent knowledge and laws of the development of wellness tourism.In the process of empirical research,taking Huangshan city as the research area,Wellness tourism products as the object,taking tourists' satisfaction analysis as a means,and combining with the actual science,the evaluation index system of Huangshan city wellness tourism satisfaction was established,and the questionnaire survey of Huangshan wellness tourism satisfaction based on IPA grid method was carried out.Starting from the demographic,tourism behavior characteristics analysis,importance and satisfaction analysis,SPSS software was used to make statistics on questionnaire data of Huangshan wellness tourist satisfaction,and comprehensive evaluation was made on the impact indicators of satisfaction.Combining IPA grid method,four problems existed in the development of wellness tourism products were found.Aiming at the present situation and problems,on the basis of further analysis of the opportunities and challenges faced by Huangshan wellness tourism,four different development paths were put forward,namely,continuous improvement,focused improvement,active expansion and moderate regulation.In terms of research logic,the first step is to raise questions.By expounding the research background and significance of the topic,the main problems and directions of this paper are determined,and the importance and necessity of Huangshan wellness tourism research are put forward.Then,it analyzes the problems,by constructing the evaluation index system of Huangshan wellness tourism satisfaction,carrying out an empirical study of Huangshan wellness tourism satisfaction,and analyzing the current situation and problems of Huangshan wellness tourism satisfaction.Finally,to solve the problem,put forward the IPA model-based promotion strategy of Huangshan wellness tourism satisfaction and Huangshan wellness tourism development path.