A Research On The Optimization Strategy Of Tourist Experience Management In Chengdu Polar Haichang Ocean Park

In recent years,with the rapid economic growth,the increasingly prosperous culture and the ever-changing technology,the tourism industry also ushers in its flourishing age.As a kind of tourism attraction,the theme park shows a rapid development momentum in just a few decades' development and is predicted by the World Tourism Organization as one of the trends of the tourism industry in the future.In 1989,China had its first theme park,“Splendid China”,in Shenzhen.However,compared with foreign theme parks,it lasted more than 30 years later than the Disneyland in California built in 1955.30.During the past two decades,China has witnessed leapfrog development in theme park construction.However,a large number of theme parks failed due to improper market positioning,mismanagement and lack of professionalism in staff.And only 10 percent of them were able to make profit.The key to guarantee sustainable development of tourism attractions is the passenger flow,which is affected by the satisfaction of tourists.Therefore,this paper mainly adopts the methods of literature analysis,field interview,and questionaire data analysis.Taking the Haichang Polar Ocean Park in Chengdu as an example,this paper summarizes the influences of experience of visitors in the theme park by using the relevant theoretical knowledge of management science and statistics to put forward suggestions for the optimization of management,which has some theoretical and practical significance.This study serves four purposes:Firstly,the measurement model of the visitor experience perception in the theme park will be established.After that,the measurement of satisfaction of tourists and the specific research and analysis of the influencing factors of satisfaction will be accomplished at the same time.Secondly,explore demographic characteristics and behavioral characteristics of theme park visitors,so as to justify market positioning,marketing,and other activities of theme parks.Thirdly,study the relationship between tourists' perceptions of the quality of hardware facilities in the theme park,perceived software service quality,perceived quality of experience and tourist satisfaction and further analyze the key factors affecting the satisfaction of tourists in order to explore how to improve visitors' satisfaction for the theme park.Fourthly,based on the results of case reaserch(Chengdu Haichang polar Ocean Park as an example),the suggestions for improving the tourist satisfaction and management of the theme parks will be given for the park which are the same nature and scale throughout the country.The content of this study consists of five parts.The first part is an introduction to the background,purpose,method,innovation and deficiency of this thesis.The second part is the literature review.The concept,classification,development trend,tourists' satisfaction,and experience perception of the theme park are systematically analyzed,and the framework of the evaluation of tourist satisfaction in the theme park is constructedThe third part is research hypothesis.Based on the model constructed in previous part and main business of the Ocean Park,this part generalized main factors influencing visitor satisfaction and presents a questionnaire.The fourth part is data analysis.Through the empirical analysis of Chengdu Polar Haichang Ocean Park,tourist satisfaction model built in the third part is justified and the differences between satisfaction factors are found.The fifth part is the conclusion and suggestions.Based on the empirical research of Chengdu Haichang Polar Ocean Park,this thesis provides corresponding Suggestions for the optimization of tourist experience management of such theme parks.The innovation of this research lies in two aspects.On the one hand,through the generalization and analysis of the development and changes of theme parks in the past 20 years,and those of tourists' characteristics,perception,satisfaction and feedback,an evaluation model is established targeted at visitors of Chengdu Polar Haichang Ocean Park.The analysis of collected data provides suggestions for executives of theme parks in improving visitors' experience and optimizing management,which is not commonly seen in existing studies.On the other hand,in the selection of research objects,despite the uniqueness of Chengdu Polar Haichang Ocean Park,it shares similarities with theme parks within the nation.Therefore,the related conclusions have positive reference and reference significance for optimizing management of the same type of theme parks.