Research On Visitor Satisfaction Of Rizhao Ocean Park Based On IPA Analysis Metho

Tourist satisfaction is an important part of current academic research.At present,many achievements have emerged in the research on tourist satisfaction,and the research on the evaluation methods of the influencing factors of tourist satisfaction still needs further discussion.This paper takes Rizhao Ocean Park as the research object,and based on the literature research,a questionnaire is designed to carry out the tourist satisfaction survey of Rizhao Ocean Park.Based on the reliability,validity and correlation analysis of the questionnaire data,this paper mainly uses IPA analysis method to study and analyze the tourist satisfaction of Rizhao Ocean Park.The results show that tourists’ satisfaction with Rizhao Ocean Park is relatively high.In this paper,30 measurement indicators that affect tourists’ satisfaction are positioned in the four quadrants of the IPA analysis chart.In the form of a diagram,the tourists’ satisfaction with Rizhao Ocean Park is presented.Finally,11 indicators are obtained for the advantage area,5 indicators for the retention area,4indicators for the opportunity area and 10 indicators for the improvement area.According to the results of IPA analysis,among the influencing factors of tourist satisfaction in Rizhao Ocean Park,the advantageous areas mainly include 11 indicators,including " theme positioning and design"," facility safety"," service facilities and infrastructure layout"," characteristic activity design"," internal traffic"," service attitude"," environmental sanitation"," commodity cost performance ratio"," first aid and goods storage facilities"," characteristic landscape design",and " product richness".The retention area includes five indicators: " commodity variety"," product monopoly"," personalized service"," service comprehensiveness",and " dining environment".The opportunity area includes four indicators: " product novelty"," project scenario design","variety diversity" and "catering uniqueness".The improvement area includes 10 indicators,including " rest facilities"," catering cost performance ratio","service timeliness"," service professionalism","commodity characteristics","product entertainment"," queuing time","price cost","guidance signs and publicity materials"," toilet parking lot and other infrastructure".As for the measures to improve the tourist satisfaction of Rizhao Ocean Park,this paper mainly puts forward suggestions on the in-depth development of Rizhao Ocean Park’s tourist satisfaction oriented featured tourism products and the active development of tourism market.