Research On The Tourism Service Quality Of Hainan Province Based On The Revised IPA Method

As the only one of the province's special economic zones in C hina's seven major economic zones, combining with the advantages of tourism resources, Hainan Province has become an island holiday tourism resort. Since the decision to build an ecological province in 1999, the number of overnight visitors in Hainan province increased year by year, its tourism revenue growth rate also maintained at more than 10%. The latest data shows that in 2015 the number of tourists in Hainan province has reached more than 53.3566 million tourists, tourism revenue is also up to 57.249 billion yuan, an increase of 11.4% and 13% respectively over the previous year. With the increase of the number of tourists and tourism revenue, more and more negative news about the tourism of Hainan Province appeared in the public view. Problems such as low service quality of passenger transport, unreasonable travel itinerary arrangement, the lack of professional guide and practice the spirit and insufficient characteristics of products and service will become the restrictive factors of the development of tourism economy in Hainan Province. Therefore, it has become an urgent task to analyze and solve these problems.This paper first accessed to information of the service theo ry and tourism service quality, found that the relevant scholars in C hina have less empirical evaluation of the tourism services quality in Hainan Province, especially few scholars applied the Importance-performance analysis(IPA) to the research of tourism in Hainan Province. In view of the fact that the traditional IPA has two drawbacks: one is the importance evaluation is affected by the degree of satisfaction, the other one is a single evaluation of the elements of satisfaction can not necessarily bring about the overall satisfaction of the relative changes. Therefore, this paper will study the direction of the problem to use of the revised IPA method, in order to evaluate the quality of tourism services in Hainan province; Secondly, after interview the tourism experts and tourism practitioners, the evaluation index of the tourism service quality of Hainan province was selected. Except for traditional six elements of tourism food, shelter, transportation, travel, shopping, entertainment, the travel agency and the tour guide service joined to the index to evaluate of tourism service quality in Hainan Province. Thirdly through the method of questionnaire survey collected the survey data and used professional data analysis software SPSS 22.0 to deal with the data and evaluate the degree of satisfaction and the importance of self narration and extended importance, compared the index of the traditional IPA distribution to the revised IPA distribution. Finally, on the basis of using the revised IPA distribution, pointed out the main problems of tourism service in Hainan Province, and put forward the corresponding promotion strategies.