Analysis Of Tourist Satisfaction Of Leisure Diving Tourism Based On IPA Analysis Method

Leisure diving,as a healthy leisure sport,is booming all over the world.At the same time,leisure diving integrates various tourism features such as marine tourism,sports tourism and health tourism,and is also popular with tourists as a form of tourism experience.At present,whether as a sport or as a form of tourism experience,leisure diving is still in its infancy in China.It has broad market prospects in the future and is an emerging blue ocean.With the improvement of people’s living standard and cultural level,tourists have put forward higher requirements for diving sites,diving enterprises and practitioners that provide recreational diving services.Only by constantly meeting the quality requirements of tourists for leisure diving can tourists’ satisfaction with leisure diving be continuously improved,then leisure diving tourism can be sustainable and vigorous.This paper combs and studies the theory of customer and tourist satisfaction and the theory of leisure diving,combines the interviews with experts,enthusiasts,practitioners and ordinary tourists,and designs the evaluation system of leisure diving tourists’ satisfaction based on the evaluation criteria of commercial service industry satisfaction.Taking Sanya as an example,the questionnaire was designed by using the satisfaction evaluation system.The questionnaire was distributed and retrieved through the questionnaire star,and the data was collected and retrieved.SPSSAU was used to conduct descriptive analysis,frequency analysis,correlation analysis,reliability analysis and confirmatory factor analysis on the data.At the same time,the satisfaction of leisure diving in Sanya is analyzed with the IPA analysis method,and through the analysis,what are the shortcomings in the tourist satisfaction of leisure diving in Sanya,and based on this,some plans to improve the tourist satisfaction are proposed.