Research On Tourist Satisfaction Of Kongtong Mountain Scenic Spot Based On IPA Analysis

At present,China's tourism industry has gradually changed from traditional tourism to tourist experience,and the transformation of tourism has also led to the promotion of scenic spots.In order to better adapt to the new business,the scenic spot will integrate the construction and service to improve the satisfaction of tourists into the construction planning of the scenic spot.Pingliang City has many tourism resources,of which Kongtong mountain scenic area is the most dazzling.Kongtong mountain scenic spot is rich in historical and cultural deposits,beautiful natural landscape,and well received by visitors.The development and construction of scenic spots are highly supported by the government and have a certain influence in the tourism market of Gansu Province.However,due to the poor combination of tourism resources within the scenic spot,vague positioning of cultural characteristics,inadequate tourism publicity and promotion,and the disunity of scenic spot design and surrounding construction,some aspects of Kongtong mountain scenic spot are not satisfactory to tourists.Based on the survey of tourist satisfaction in scenic spots,this paper designs a questionnaire about tourist satisfaction and importance according to the theory of six elements of tourism,the basic environment of scenic spots and service carriers.The questionnaire covers 35 influencing factors under 8 main element levels,and obtains important research data through the questionnaire distribution and collection.The total number of valid questionnaires collected is 315.After data analysis,the tourists' satisfaction of Kongtong mountain scenic spot is known.According to the results of empirical and theoretical analysis,at present,tourists are satisfied with Kongtong Mountain Scenic Area in general,especially with the traffic and accommodation,but the satisfaction with entertainment,environment,service,shopping and catering needs to be strengthened.Through the comparison of importance and satisfaction,it can be found that except for the expectation of the traffic elements in the scenic spot is greater than the reality,the expectation of other elements is less than the reality.At the same time,through the investigation and analysis,it is found that the internal commodity culture connotation of the scenic spot is relatively low,the catering characteristics are insufficient,the infrastructure construction is weak,the environmental problems of tourist reception center,public restroom,and the tourist route planning of the scenic spot are relatively prominent.In order to improve the experience of tourists' satisfaction,the optimization suggestions are put forward,which mainly include: strengthening the foundation construction of cultural products,creating distinctive tourism commodities;improving the accommodation conditions of tourists,creating a green and healthy catering service environment;enhancing the design of tourism routes within the scenic spot,and enriching the construction of tourism formats within the scenic spot.At the same time,we need to pay attention to the quality of tourism products,deepen various marketing modes according to the characteristics of tourism products,realize linkage marketing,and improve the marketing level of tourist attractions with the help of hot spots and new media.