Research On Tourist Satisfaction Of Yaoli Ancient Town Based On IPA Analysis

As an important branch of tourism,ancient town tourism is often based on the local natural and cultural resources with distinctive features.Based on tourism resources,tourist experience is taken as the starting point.Through intensive and detailed work in the fields of transportation,publicity,environmental protection,scenic service and infrastructure construction,ancient town tourism constantly optimizes tourist experience,improves tourist satisfaction and creates higher intrinsic customer value.Finally promote the development of ancient town tourism.Taking Yaoli Ancient Town of Jingdezhen City as an example,this thesis uses IPA as an analysis tool to design and issue questionnaires to investigate the satisfaction of tourists in Yaoli Ancient Town.Through analyzing the survey results,strategies to improve the tourism development of Yaoli Ancient Town are drawn up.The main work is as follows: First,it analyzes the status quo of ancient town tourism and tourists’ satisfaction by reading relevant domestic and foreign literature,and at the same time it is familiar with the theoretical knowledge related to this study,which lays a theoretical foundation for the writing of this thesis.Second,based on the reference of domestic and foreign literature and the preliminary investigation of Yaoli Ancient Town,the author determines 30 indicators affecting the satisfaction of tourists in Yaoli Ancient Town,including six dimensions of consumption experience,management service experience,infrastructure experience,recreational activity experience,environmental experience and emotional atmosphere experience,and then designs the questionnaire.Then SPSS software was used to conduct reliability and validity test,sample description analysis and IPA analysis of tourist satisfaction in Yaoli Ancient Town,and IPA scatter chart was developed to describe the difference degree of tourist expectation and tourist satisfaction,and distinguish four quadrants of different importance and satisfaction.Third,based on the four quadrants distinguished by IPA analysis,the author puts forward specific countermeasures and suggestions to improve tourists’ satisfaction and promote the tourism development of Yaoli Ancient Town.First,through the analysis of the importance and satisfaction of tourists,it can be seen that the average value of the importance index of tourists is 3.88,and the average value of the satisfaction is 3.62,and the expectation of tourists is higher than the satisfaction of tourists.Second,it can be clearly seen from the IPA scatter map that 7 items,such as accommodation features,are considered very important by tourists,but their satisfaction is not high,so they should be optimized.10 items such as commodity characteristics belong to low importance and low satisfaction,which should be actively expanded;Ticket price and other 8 experience items,tourists attach great importance to and high satisfaction,need to continue to improve.The experience of 5 items such as food and beverage price is higher than expected,and appropriate improvement can be made.Third,according to the survey results,put forward the corresponding countermeasures.The key optimization measures include building characteristic accommodation,improving tourism consulting services and improving the quality of service personnel.The active development of countermeasures include highlighting the characteristics of goods and standardizing the dress image of staff.The strategy of continuous improvement is to make full use of the current advantages to keep tourists’ satisfaction at a high level.Appropriate improvement measures to maintain the status quo,avoid resource waste.