Research On Improving The Satisfaction Of Independent Traveller In Dali City Based On IPA Analysis

With the improvement of income level,the change of leisure concept,the development of science and technology,independent travel has become the most important way of tourism organization at present.The traditional tourism products and services provided by tourism destination can not meet the tourists' needs of diversification,personality and the pursuit of the depth experience.Especially under the call of "all-for-one tourism" development,tourism of China is changing form"viewpoints tourism" to "all-for-one tourism".At this time independent travel as a new form of travelling became more and more important in the tourism development.Therefore,improvement of the satisfaction degree of tourist destination becomes an effective way to promote the efficient and healthy development of tourism.The study has significant meaning and value.On the basis of domestic and foreign previous researches,this paper based on the related theories of tourism six factors,tourism satisfaction and tourism system theory,took Dali City as study place,applied the literature research method,fi Id research method,questionnaire survey,qualitative and quantitative analysis methods,studied the satisfaction status of independent travellers and improvement measures.After the analysis of the situation and questionnaire data,with results of IPA analysis,the main conclusions are as follows:(1)The most important force of Dali independent travellers is "19-25 years old,undergraduate(college)students,monthly income below 2,000 Yuan,female".(2)Dali independent travel's overall satisfaction is medium on the high side,expectation degree is medium on the low side,re-visit rate and recommendation rate are high.(3)Dali independent travel should focus on improving the traffic and security situation;keep on optimizing tourism catering,accommodation,Tour,information and intelligent construction;innovate tourism shopping,entertainment,and continue to improve the tourism support system.The innovation of this paper is to select the research field of independent travel market which is less lack of domestic research,and provide a reference frame and method for independent travel market research of tourism destination in a specific open area.The study has some reference value for the development of independent tourism market and promoting the construction of national all-to-one tourism demonstration area in Dali.