Research On The Improvement Of Marine Tourism Service Quality Of Zhoushan Based On Kano-IPA Model

Marine tourism is a kind of tourism corresponding to land tourism,with its unique marine landscape,giving tourists a unique tourism experience,attracting thousands of tourists,occupying a pivotal position in the world tourism industry and showing a strong growth trend,tourism in China has become an important part of the marine economy.With the improvement of people’s living standards,marine tourism is becoming more and more popular among tourists for its strong rest,sea-based activities and rich derivative activities.Zhoushan is an important marine tourism destination in China with rich natural resources and unique natural scenery,and has become one of the first batch of comprehensive pilot cities for tourism development transformation and a pilot area for overall reform of marine tourism development in China,actively promoting the development of marine economy,therefore,the quality of marine tourism services in Zhoushan is of great concern to all parties.This study tries to apply the Kano-IPA model to the management of Zhoushan marine tourism service quality.Firstly,based on the existing research,we construct the Zhoushan marine tourism service quality analysis scale,obtain data through questionnaires,and then conduct Kano-IPA model analysis,and find that the improvement elements and priority order of Zhoushan marine tourism service quality improvement are: inter-island transportation convenience,marine tourism safety and security,proper handling of tourists’ complaints,service personnel can effectively answer tourists’ questions related to Zhoushan marine tourism,provide tourists with personalized suggestions,consistent promotion content with actual experience,comprehensive completion of promised services to tourists,service personnel can always be found when needed,no fraudulent tourists by operators,and service personnel are always friendly to tourists,and other 10 items.As a result,countermeasures such as speeding up the construction of inter-island transportation,improving the convenience and comfort of marine tourism,strengthening the construction of tourism security,enhancing the safety and security of marine tourism,constantly improving the service quality of service personnel,meeting the needs of marine tourists in a timely manner,attaching importance to the construction of honest management,improving the friendliness of marine tourism,and timely maintenance and renewal of service facilities to enhance the experience of marine tourism are proposed.