Research On The Resort Tourists Satisfaction Based On IPA

With the entry of China into the era of mass leisure,the tourism experience is gradually transformed from the sightseeing to the vacation,and thus the holiday leisure has become an important type of tourism.Since the launch of the national tourism resort in 1992,there are 17 national tourist resorts as of August 2016.After more than 20 years of development,the tourism and leisure market has been improved greatly in both quantity and quality in China.However,with the continuous improvement of people's living standards and the increasing number of statutory holidays in China,the market for tourism and leisure demand is very strong.Therefore,in the background of the holiday tourism popular in both supply and demand,exploring vacation behavior,preferences and satisfaction of holidaymakers can provide guidance to resort to holidaymakers to offer more satisfied experience for holidaymakers.Based on the review of the existing research on tourist resorts and tourist satisfaction measurement,this questionnaire was designed.And then,taking the OCT East Resort as the research site,482 valid questionnaire responses were received.Through descriptive statistical analysis,IPA analysis and paired sample T test,this research analyzed behavior characteristics of tourists in the OCT East tourist resort,as well as their importance perception and satisfaction in the process of tourism experience.At the same time,I refer to 390 questionnaires of the guest satisfaction survey conducted by the OCT East,summarize and sum up more than 1000 online reviews of the famous travel websites such as jointwisdom/Ctrip/Qunar and Meituan.Data analysis showed that most tourists of the OCT East Resort are from the enterprise/company,who are young with middle-aged high income,mainly through the network channels and friends recommend to attain information of OCT East Resort,who preferred parents and friends and family to travel together and stayed for 2 days around with consumption level at 1001-3000 RMB.On the whole,tourists' experience of holiday is more satisfied.IPA analysis results showed that tourists perceived much more importance and less satisfaction in the following aspects,namely,the restaurant quality,tourists crowding,the diversity of activities,the enjoyment of entertainment activities,and the rationality of theactivity schedule.Therefore,the OCT East Resort should focus on manpower and financial resources to improve these elements in the future.At the same time,according to the results of variance analysis,the significant differences also exists between different education levels of tourists in satisfaction perceived aspects.Finally,on the basis of the conclusion,some corresponding suggestions were put forward for the OCT East Resort: placing great importance to offer the family parent-child tourist experience and service,arranging reasonably experience activities,enriching tourist activities,enhancing the service quality of personnel and establishing target market effectively.At the same time,this thesis pointed out the research deficiencies and future research direction.