Research On Tourist Satisfaction Of Chang Bai Mountain Tourist Scenic Area Based On IPA Analysis

The report of the 20 th National Congress of the Communist Party of China put forward "improving people’s livelihood and well-being,improving the quality of people’s lives" and "comprehensively promoting the great rejuvenation of the Chinese nation with Chinese-style modernization",which pointed out the way forward and provided basic principles for the cultural and tourism work in the new era and new journey.Tourist satisfaction is the focus of research by experts and scholars at home and abroad in recent years,and the evaluation index system of tourist satisfaction has become increasingly mature.However,in the process of high-quality development of tourism,the contradiction between the supply of scenic spots in the tourism market and the needs of tourists has become increasingly prominent.As a5A-level scenic spot in China,Changbai Mountain tourist attraction has unique natural,historical and human resources.Changbai Mountain not only has great economic development value,but also has broad disciplinary research and tourism cultural value.The prevalence of Internet publicity and network marketing,the increasing prosperity of Changbai Mountain’s original eco-tourism has made domestic and foreign tourists increasing,but at this stage,the development of Changbai Mountain is not enough,tourism products,tourism prices and scenic spot information communication tourist satisfaction is low,the quality and cultural connotation are not high,which restricts the development of its tourism industry,and also affects the spread of Changbai Mountain culture to all over the world,resulting in people’s impression of Changbai Mountain can only stay at its shallow natural scenery level.It is impossible to understand its inherent local cultural values and ethnic characteristics.In this paper,the Changbaishan tourist attraction is selected as the research case base,and the evaluation and improvement strategy of tourists in the scenic spot are studied based on IPA analysis.First,clarify the research background and research significance;Introduce the definition of relevant concepts and theoretical foundations;Then the overview of Changbai Mountain View is introduced;Then,by reviewing and sorting out the main factors affecting tourist satisfaction,on-site visit research and other research methods,the evaluation system of tourist satisfaction indicators in Changbaishan tourist attractions was constructed,covering 6 element layers and 24 index layers of tourism resources,tourism products,tourism facilities,tourism prices,tourism services and scenic spot information communication.During the two peak seasons of summer vacation and National Day,a questionnaire survey was conducted on tourists from Changbaishan tourist scenic spots,and 19 samples that did not meet the standards were excluded.EXCEL software and SPSS23.0 software were used to summarize and analyze the data,perform demographic description,respondent behavior characteristics and perception variable description,validity reliability analysis,descriptive statistical analysis,sample paired T test,and plot the IPA quadrant of 24 factors.The results show that the tourist satisfaction of Changbaishan tourist attractions is generally optimistic,but there is more room for improvement.Finally,this paper analyzes the deficiencies in tourism products,tourism prices and information communication of scenic spots,and puts forward measures such as increasing environmental protection,improving infrastructure,strengthening talent training,expanding media publicity of scenic spots,deepening cultural and tourism integration,optimizing scenic spot price system,and strengthening the construction of Internet base stations to enhance the satisfaction and comprehensive competitiveness of scenic spots.It is hoped that the research in this paper can provide a theoretical reference for the satisfaction of tourists in Changbaishan tourist attractions,transform resource advantages into competitive advantages,and provide targeted practical guidance for the improvement of tourist satisfaction in other ecotourism destinations.