Using IPA In Evaluating Chinese Tourists Satisfaction At Destination Level

It has gradually becoming crucial to understand needs and satisfaction level of tourists at tourism destination,because satisfied tourists are more likely to revisit destination site and,moreover,satisfied tourists` good recommendations attract new visitors to the site.This study attempted to measure importance and performance of St.Petersburg destination attributes in order to analyze Chinese tourists` satisfaction with the city,in these terms find out potential way of improvement and proper resource allocation.Results of the survey of 283 Chinese tourists showed that hospitality and shopping attributes with low performance and high importance scores represent the weaknesses of St.Petersburg in afford to satisfy Chinese tourists,while attractions` appeal and facilities mean much for tourists and its performance was high,what indicates main strengths of the city.Measurements of overall satisfaction with the city for Chinese tourists suggests that “Attractions” dimension have the highest impact in encouraging satisfaction,meanwhile accommodation issue has low prediction power in the model.Managers should pay close attention for tourists` attraction in the city: despite its` high performance,any contrary changes could affect the satisfaction level.Meanwhile,hospitality and shopping attributes requires an immediate managerial intervention.