Research On Strategies For Improving Service Quality Of Donghu Scenic Area In Wuhan Based On IPA Analysis

With the continuous development of the social economy,people’s material living standards are gradually improving,and people’s pursuit and personal needs for a better life are also widespread and increasing.Nowadays,tourism has become one of the essential ways of entertainment and leisure in people’s lives.In recent years,with the development trend of the tourism industry becoming better and better,a good tourism economy continues to play an important role in the national economy.Tourism services provide high-quality and efficient services to tourists through the development of tourist destinations.They are one of the important factors that attract tourists to scenic spots and showcase their charm.In the increasingly competitive tourism market environment,more and more tourists regard the services provided by tourist attraction as a measure of their satisfaction with the tourism of the scenic spot.For the sustainable development of tourist attraction,we must improve the quality of tourism services and strengthen the advantages of tourism products.Tourism activities rely on tourists visiting tourist destinations to experience and gain a feeling.Therefore,the important significance of tourism activities is tourism experience,and tourist satisfaction,as an important aspect of measuring tourism experience,has now been increasingly valued by more and more scenic spots.The quality of tourist satisfaction can provide a necessary basis for scenic spots to shape their brand image,and can also provide a good direction for the continuous construction and development of scenic spots.Studying tourist satisfaction has become an important component of improving service quality in scenic areas.At present,the tourism industry in Wuhan is developing rapidly,and as a characteristic industry,tourism has become one of the important economic pillars of Wuhan.In order to promote the sustainable development of Wuhan’s tourism industry and improve its tourism competitiveness,it is urgent to strengthen efforts in many ways to improve the service quality and level of tourist attraction in Wuhan,so as to meet the high expectations and strict requirements of increasing tourists on tourism quality.This article selects the East Lake Scenic Area in Wuhan as the research and discussion object.Based on the expected difference theory in the experience economy theory,tourists in the East Lake Scenic Area in Wuhan are selected as sample data.Through the organization and summary of relevant literature on tourism satisfaction,the current research status of tourist satisfaction evaluation methods is summarized.Using theories such as tourist satisfaction and tourism service quality as guidance,and based on previous research results,consulting with relevant personnel in the tourism industry,using literature research and field investigation methods to construct two major sections based on importance and satisfaction,including food,housing,transportation,tourism,shopping,entertainment,infrastructure,price services,employee services,information services The tourism service evaluation system of Wuhan Donghu Scenic Area,consisting of 11 categories and 44 service evaluation indicators,evaluates the service quality of Donghu Scenic Area,and tests and verifies tourists through questionnaire surveys.The collected data were statistically analyzed by EXCEL,SPSS20.0 and other software,and the evaluation results were transformed into the tourist satisfaction evaluation index system of Wuhan East Lake Scenic Area through multivariate factor analysis.Based on the data obtained from the questionnaire survey and the actual experience of tourists,the IPA analysis method is used to analyze various indicators in the quadrant diagram,understand the difference between the actual and expected values of tourists in the service quality of Donghu Scenic Area in Wuhan,comprehensively and systematically explore the factors that affect tourist satisfaction.By modifying the IPA analysis method,it is found that the indicators for improved and vulnerable areas are distributed in five aspects: catering,accommodation,shopping,infrastructure,and price,This indicates that the service quality of Donghu Scenic Area in Wuhan still has a significant improvement.Based on the research results,this paper summarizes the methods and strategies for improving the service quality of the East Lake Scenic Area in Wuhan,and proposes strategies to strengthen characteristic catering,improve the accommodation environment,enrich product types,improve infrastructure,stabilize the prices and leverage the advantages of the scenic area,in order to enhance tourist satisfaction and achieve the goal of sustainable development of the scenic area.