Chongqing ATJ Theme Park Tourist Satisfaction Evaluation And Promotion Strategy Research

In December 2021,the State Council issued the Tourism Development Plan for the14 th Five-Year Plan,which proposed to "effectively integrate online and offline resources through the Internet and encourage resorts and theme parks to cooperate with Internet service platforms to build online flagship stores" and "encourage the development of new tourism consumption models and create new scenarios for immersive theme parks and other tourism experiences".In 2022,the Chongqing Municipal People’s Government issued the "14th Five-Year Plan for the Development of Culture and Tourism in Chongqing(2021-2025)",stating that "the development of new modes of tourism consumption and the creation of new scenes of tourism experience such as immersive theme parks".In 2022,the Chongqing Municipal People’s Government issued the "Fourteenth Five-Year Plan for Cultural and Tourism Development(2021-2025)",stating that "we will find the right connection point,promote the integration of concepts,industries,markets and services,achieve resource sharing,complementary advantages and synergy,meet the diverse needs of tourists,and form new advantages for tourism development in Chongqing".National and local policies have been introduced to facilitate the positive development of theme parks,but with the intensification of competition in the theme park market and the impact of the new crown epidemic,its survival and development are facing huge challenges.Therefore,visitor satisfaction has become an important factor for the sustainable and successful operation of theme parks,and the improvement of visitor satisfaction is a common concern for investors,operators,tourism scholars and relevant departments.This paper takes the ATJ theme park in Chongqing as an example to study the evaluation and improvement strategies of visitor satisfaction.Firstly,this paper reviews the relevant conceptual theories and methods such as theme parks,visitor satisfaction,expectation difference theory,Maslow’s hierarchy of needs theory and IPA analysis through literature research method.Second,this paper uses field interview method to understand the actual situation of ATJ theme park in Chongqing and elaborates the basic status of five of them.Third,this paper constructs a visitor satisfaction evaluation system by means of literature analysis,field interviews and online text analysis,creates a questionnaire according to the five-point Likert scale method,and combines offline and online survey methods to obtain relevant data.Fourthly,descriptive statistical analysis,reliability analysis,validity analysis and paired t-test were conducted by SPSS,and the relevant analysis results were reviewed.Fifth,the importance and satisfaction of each index of Chongqing ATJ theme park were analyzed by traditional IPA analysis and modified IPA analysis,and the results were divided into four parts: continued maintenance zone,excessive effort zone,low priority zone and priority improvement zone.Finally,the results obtained from the IPA analysis method are combined to analyze the related causes and propose targeted strategies for visitor satisfaction improvement.The following research results are obtained in this paper: Chongqing ATJ Theme Park has certain problems in the external environment,internal environment,consumption,amusement products and service quality.According to different problems,operational improvement strategies are proposed to provide some thoughts and suggestions for the improvement of tourist satisfaction of Chongqing ATJ Theme Park.