The Research On The Strategy Of Improving The Sanya Rural Tourism Service Quality Based On The IPA Method

As an emerging way of tourism,rural tourism is increasingly attracting more and more attention from tourism scholars with its characteristics of healthy leisure and green ecology.For rural tourism to develop,the quality of service must be kept up,especially after people meet the needs of material life,and increasingly pursue the high-quality service experience of tourism.However,the dissatisfaction of tourists with the quality of service and the phenomenon of complaints and complaints have emerged,which has become a key bottleneck affecting the development of rural tourism.Therefore,improving the service quality have great significance to the development of rural tourism.This study takes three typical rural tourist destinations in Sanya,such as Zhongliao Village and Damao Village in Jiyang District,Qingtang Village in Haitang District as the research object,using literature research method and expert interview method to select 20 evaluation indicators suitable for Sanya rural tourism service quality,and classified it into three aspects: core service quality,basic service quality and auxiliary service quality to construct a system suitable for the evaluation of rural tourism service quality in Sanya.The questionnaires were used to collect and organize the data,and the data was processed by SPSS 20.0 data analysis software to construct an IPA analysis model.In view of the fact that the self-reported importance and satisfaction in the traditional IPA analysis are highly correlated,and the assumption that the importance perception and satisfaction evaluation of the IPA analysis method are independent of each other cannot be satisfied,the Taiwan scholar Deng Weizhao is used to calculate the extension from the tourist satisfaction evaluation.The revision of the importance of the traditional IPA,the revised IPA model,and divided into four quadrants.Through the distribution of 20 evaluation indicators in the four-quadrant of “preferred retention zone”,“possible waste zone”,“slow improvement zone” and “key improvement zone” in the IPA model,then the quality of rural tourism service quality in Sanya is obtained.According to the results of empirical research,it proposes to promote the application of tourism APP,explore the theme of rural tourism experience,establish a key improvement strategy for rural security mechanism,cultivate characteristic products,strengthen health supervision,enrich the gradual improvement strategy of indicating signs,and provide personalized services.Encourage rural residents to participate in over-constrained adjustment strategies and tap local specialty foods,and improve the advantages of rural tourism industry chain,in order to improve the quality of rural tourism services in Sanya and improve the satisfaction of tourists.